Adidas announces multiyear partnership with Unrivaled

The GIST: Adidas signed a new multiyear partnership with Unrivaled yesterday, becoming the league’s official uniform and performance apparel partner starting in the 2027 season, a switch from its initial deal in 2024 with Under Armour.

• Just like the league has expanded with more teams, facility upgrades, and a cross-country tour, its needs from an apparel partner going into year three have grown too, and Adidas is ready to meet that demand…and so are our wallets.

The deal: More than just a logo on a uniform, this partnership places fans at the center — they can expect a broader assortment of officially licensed Unrivaled merchandise including authentic jerseys, performance apparel, lifestyle collections, and more. Adidas also insists that athlete empowerment will sit at the core of the collaboration.

• This will include amplifying player voices through strategic initiatives and introducing opportunities for more athlete storytelling — hopefully with stars like Unrivaled lead studio analyst and president of Adidas women’s basketball, Candace Parker.

The growth: From its treatment of athletes to its salaries, this league has differentiated itself since day one. Co-founders Napheesa Collier and Breanna Stewart set out to provide a domestic offseason opportunity for WNBA players and did so much more, including getting fans to adopt a new and exciting style of basketball that led to a $650M valuation for the league in two seasons.

• Adidas vows to prioritize Unrivaled’s player-first model and use its global reach to shape the future of women’s basketball. Off the court, this includes a big focus on youth development through camps, clinics, and community basketball programming, all of which Adidas will also outfit.

Zooming out: Fortune Business Insights released a report earlier this month that valued the global sports apparel market at $220B and projected it to grow to $325B by 2034. Adidas keeps making moves, like partnering with an upstart women’s league in one of the largest segments of that market, that positions the sportswear giant for even more growth and visibility.

• Adidas called this partnership another step in its mission to be the brand of the next generation and the aforementioned youth development is a part of that. Showing up for Unrivaled and the young athletes who will go on to shape basketball is how you grow the game at every level. Good luck topping that as a gift for Collier’s next birthday.