On Oct. 23, 2025, Uber Technologies, Inc. announced a partnership with Hibbett, Inc., an omnichannel athletic‑fashion retailer with nearly 900 U.S. locations. The deal brings Hibbett’s sneakers, apparel, and accessories to the Uber Eats app, allowing customers to order on‑demand or scheduled deliveries directly from the retailer’s inventory.
The partnership extends Uber Eats’ retail playbook beyond food, creating a new revenue stream and cross‑sell opportunity. Uber One members will enjoy $0 delivery fees on eligible Hibbett orders, while the platform’s existing user base gains access to a high‑margin, high‑frequency product category that can drive additional order frequency and basket size.
Strategically, the move positions Uber to capture a share of the growing on‑demand retail market, leveraging its massive logistics network and data‑driven delivery capabilities. By integrating a well‑known athletic brand, Uber can deepen customer engagement, increase platform stickiness, and open new monetization channels through delivery fees and potential advertising partnerships.
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