Adidas takes Unrivaled from Under Armour in multi-year uniform deal

Adidas has signed a multi-year deal to become the official uniform and performance apparel partner of Unrivaled, the women's 3-on-3 basketball league, taking over a contract held since the league's launch by Under Armour. The partnership debuts on court at the start of Unrivaled's 2027 season, which begins in early 2027. Neither side disclosed financial terms or the length of the agreement.

Under the deal, Adidas will supply on-court uniforms and performance apparel for Unrivaled athletes, outfit the league's youth camps, clinics and community programming, and produce a wider range of licensed merchandise including authentic jerseys and lifestyle collections. Product drops and fan initiatives are to be detailed later.

Under Armour signed as Unrivaled's official uniform partner and performance outfitter in December 2024, ahead of the league's first season, in a deal that also gave players without individual shoe contracts access to its basketball footwear. Under Armour has been withdrawing from basketball on several fronts. It ended its partnership with Stephen Curry in November 2025 after 12 years, and he signed with Li-Ning. Kelsey Plum, the face of its women's basketball business, also left the company in April 2026 for Adidas after months of wearing Adidas at Unrivaled. The company also lost its WNBA footwear supplier status this year, and told investors in August that it would cut a further 25 percent of products from production over the following 18 months as part of a second company reset.

Adidas has been moving in the opposite direction in the category, while the broader sportswear market remains difficult for Nike, Adidas, Under Armour, On and the retailers that stock them. The brand signed Plum, and more recently Olivia Miles, a first-year point guard and incoming Unrivaled player.

"We continue our journey to be the next generation brand of basketball," said Max Staiger, global general manager of Adidas Basketball, in a statement. "Unrivaled shares our belief for what's possible in women's basketball and investing in athletes is the best way to grow the game."

"Adidas has a long history of investing in the athletes and moments that define this game," said Candace Parker, president of Adidas women's basketball.

Unrivaled has grown quickly. Co-founded by Breanna Stewart and Napheesa Collier, the league launched in January 2025 offering players equity alongside what it claimed was the highest average salary in women's team sports, and reported revenue above 27 million dollars in its first season. It closed a Series B round led by Bessemer Venture Partners that valued it at 340 million dollars, and now cites a valuation of 650 million dollars as it enters a third season with eight clubs and 54 players. Its commercial roster includes Samsung Galaxy, Ally, State Farm and Panini, with games on TNT Sports.

"Our partnership with Adidas represents an important next step in Unrivaled's growth and evolution," said Alex Bazzell, co-founder and chief executive officer of Unrivaled.