The interior of an Under Armor store in Houston, Texas, on November 3, 2021.
Brandon Bell | Getty Images
The clips are being put together for Unrivaled, a new basketball league.
The 3×3 Women’s Basketball League announced Tuesday that it has partnered with Under Armor Become its official uniform partner and performance equipment supplier. Prior to this, the alliance announced some Recent big-name signings and reach media broadcast agreement Partnering with TNT Sports in October.
Financial terms of the deal have not been announced, but Under Armor will provide all players, coaches and staff with performance apparel and accessories on and off the court.
Sean Eggert, Under Armor’s senior vice president of global sports marketing, said: “We are excited to partner with Unrivaled to outfit some of the best women’s basketball players in the world as they compete on this exciting new stage.
The retailer said Under Armor basketball shoes will be available to all players who do not have a valid shoe deal. In addition, Under Armor will provide players with the opportunity to create customized products.
New York Liberty player No. 30 Breanna Stewart dribbles the ball during a game against the Indiana Fever at Gambridge Arena on May 16, 2024 in Indianapolis, Indiana.
Nathaniel S. Butler | Nathaniel S. Butler National Basketball Association | Getty Images
“The Unparalleled” will kick off its inaugural season on January 17 in Miami. The league positions itself as a destination for WNBA stars to play in the United States during the offseason.
In the past, many WNBA players had to supplement their income by playing overseas during the offseason. WNBA starting salary is $64,154, according to the data ESPN.
Unrivaled has signed 36 top players through offers Attractive financial incentives This includes equity. The league said it offers the highest average salary in women’s professional sports league history. It is backed by many investors.
The latest deal comes as Baltimore-based Under Armor is in the midst of a turnaround after its founder steps down Kevin Plank Taking the helm again this March. previous Marriott Hotels Senior executive Stephanie Linnartz was fired after less than a year on the job. She is the company’s second CEO less than two years.
Over the past few years, the brand has struggled to keep up with the competition and push full-price sales, relying on promotions and discounts to sell its products.
Before her departure, Linnerz had been trying to market more products to women and improve product offerings, but when Plank returned to the helm, he walked back that strategy and said the company would double down its menswear business. he later announced Turnaround plan The plan focuses on making Under Armor a premium brand and reducing discounts, thereby increasing profits and stimulating demand.
Last month, the company saw bright spots when it reported fiscal second-quarter earnings. The company raised its annual profit forecast, and Plank said the turnaround was “starting to gain momentum.” Still, the stock is down about 81% from its all-time high set on September 17, 2015.
Under Armor’s deal with Unrivaled provides a glimpse into the company’s financial investment and may also indicate the company’s desire to focus more on female athletes as it looks to capitalize on the hype surrounding women’s sports to breathe new life into the brand.
Under Armor currently has partnerships with top women’s college programs including the University of South Carolina, Notre Dame, Maryland and Utah.
“As a brand, we have a long history of investing in women’s basketball, from the grassroots all the way up to the pros,” Eggert said.
