The startup basketball league Unrivaled has made significant strides in the women’s sports landscape, particularly with its recent announcement of a multiyear partnership with Under Armour as its official uniform provider and outfitter. This collaboration comes on the heels of the league’s efforts to assemble a formidable roster of players and secure a media deal with TNT Sports, indicating a strong organizational momentum aimed at elevating women’s basketball in the United States. The financial specifics of the Under Armour deal remain undisclosed; however, it promises a comprehensive apparel solution for players, coaches, and staff, covering on-court performance clothing as well as off-court casual wear.

Sean Eggert, Under Armour’s Senior Vice President of Global Sports Marketing, expressed enthusiasm about the partnership, underscoring the brand’s commitment to supporting elite female athletes as they embark on their journey in this pioneering league. A unique element of the deal is the opportunity for players without existing shoe contracts to access Under Armour’s footwear options, further enriching their competitive experience. What stands out is the promise of custom product creation for players, a feature that caters to individual athlete identities and preferences, fostering a sense of ownership while enhancing team unity.

Unrivaled is entering a vital space in women’s professional basketball, primarily serving as a platform for WNBA stars to engage with fans and continue competing during the offseason. Traditionally, female athletes seeking additional income have moved overseas to play, a necessity stemming from the relatively modest starting salary of just over $64,000 in the WNBA. It is no surprise then that Unrivaled has successfully signed 36 high-caliber players, not only attracting them with competitive financial incentives—including equity stakes—but also offering a potential remedy for the financial disparities in women’s sports.

Interestingly, Unrivaled claims to provide the highest average salaries ever seen in a women’s professional sports league, signaling a notable shift in the economic landscape for female athletes. With a growing band of investors backing the league, the initiatives taken could reshape the way women’s basketball is perceived and funded domestically, potentially attracting new fans and corporate partners while elevating athlete welfare.

The Current State of Under Armour

Under Armour’s recent partnership with Unrivaled comes at a pivotal moment for the company, which is undergoing a significant turnaround strategy following a tumultuous couple of years. After a rapid succession of leadership changes—including the return of founder Kevin Plank—Under Armour has been reassessing its market strategies and brand positioning. The company suffered substantial losses in market share and stock value, having seen a staggering 81% drop since its peak in September 2015.

Plank’s strategy focuses on revitalizing Under Armour as a premium brand. While a shift in marketing approach towards women’s products was attempted under former CEO Stephanie Linnartz, Plank has redirected attention back to the men’s apparel sector. Nonetheless, the partnership with Unrivaled suggests a nuanced approach, balancing a commitment to women’s athletics while reinforcing its brand equity.

The latest financial results have demonstrated some positive momentum for Under Armour, as fiscal second-quarter earnings exceeded expectations and the company lifted its annual profit forecast. These developments signal that the brand’s turnaround efforts are indeed beginning to yield results, albeit amid a backdrop of deep-rooted challenges.

The Unrivaled league and its burgeoning partnership with Under Armour embody a crucial inflection point for women’s sports, emphasizing the growing recognition of female athletes’ contributions and potential. With Under Armour’s prior investments in women’s college athletics already establishing a foundation, this new endeavor aligns perfectly with the league’s mission to create spaces where female athletes can thrive while reaping financial rewards.

The evolution of Unrivaled offers a promising blueprint for the future of women’s basketball in the United States. The collaboration with Under Armour not only facilitates a more equitable playing field but also sets a precedent for how brands can harness the momentum of women’s sports to drive sustainable growth. As the league prepares for its inaugural season, the hope is that it will serve as a keystone in advancing visibility and support for women’s basketball, inspiring the next generation of athletes.

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