In recent years, women’s professional sports, particularly basketball, have gained unprecedented attention and resources, culminating in the launch of the Unrivaled league. As a 3×3 women’s basketball league, it’s not just a new opportunity for players; it signifies a cultural shift in how women’s sports are valued and supported. Unrivaled’s recent multiyear partnership with Under Armour, announced on Tuesday, is a key component of its strategic plan to elevate the league’s profile and provide players with the resources they need to succeed both on and off the court.
Under Armour has signed on as the official uniform partner and performance outfitter for Unrivaled, marking a significant investment in women’s basketball. This partnership encompasses a comprehensive supply of performance apparel and accessories for players, coaches, and staff. Sean Eggert, Under Armour’s senior vice president of global sports marketing, expressed enthusiasm about this collaboration, highlighting the opportunity to enhance the presence of elite women’s basketball players at a pivotal time for the sport.
In addition to uniforms, Under Armour will also provide footwear options for athletes without existing shoe deals, contributing to an inclusive environment that emphasizes player choice. Moreover, the initiative allows for custom product creation, a progressive move that reflects players’ individual styles and preferences. Such considerations are crucial for fostering a strong league identity while also empowering athletes personally and professionally.
One of Unrivaled’s unique propositions is its ability to appeal to top talent in women’s basketball. The league has already secured 36 high-caliber players by offering competitive financial packages, including equity stakes. With the average starting salary in the WNBA reported at around $64,154 by ESPN, Unrivaled is poised to offer some of the highest average salaries in the history of women’s professional sports. This strategic move not only makes the league more attractive for players seeking to remain in the U.S. during the offseason, but it also contributes to a sustainable economic model for female athletes, reducing their reliance on overseas play.
Simultaneously, this partnership comes as Under Armour seeks to redefine its brand image after a tumultuous period marked by leadership changes and financial struggles. The return of founder Kevin Plank to the CEO role signals a critical turn in strategy as he aims to reignite the brand’s essence. After a challenging few years wherein the brand struggled to maintain market competitiveness, this new alliance with Unrivaled signifies Under Armour’s commitment to not only supporting women’s sports but also possibly countering years of declining stock prices and brand reputation.
Under Armour’s recent pivot to focus more on its men’s apparel may have cast a shadow on its women’s initiatives. Nonetheless, the brand’s established partnerships with key women’s college programs suggest a concerted effort to reclaim its position in this critical market segment. Eggert’s statement that Under Armour has a long-standing history of supporting women’s basketball reflects a renewed commitment to this demographic, potentially aligning future branding efforts with the rising interest in women athletes.
Set to kick off its inaugural season on January 17 in Miami, Unrivaled is poised to become a significant player in the landscape of women’s sports. Its vision extends beyond mere basketball, aspiring to create a platform that showcases female athletes’ talent while entertaining fans. Furthermore, as more financial resources and media attention are directed toward women’s sports, the league could very well serve as a catalyst for wider recognition and appreciation of women athletes’ abilities.
As the buzz surrounding Unrivaled grows, it’s clear that both Under Armour and the league are strategically aligned. They are not only enhancing the visibility of women’s basketball; they are also contributing to a broader societal shift that celebrates and invests in female athletes. In doing so, they may very well redefine the future for women in sports, ensuring that they receive the opportunities, recognition, and support they rightfully deserve.