‘Grow The Game’: Unrivaled Signs Multi-Year Alliance With Adidas

By Barry Janoff

September 23, 2026: As it prepares for its third season, Unrivaled has signed a multi-year deal with adidas,.

Adidas will provide on-court uniforms and performance apparel for Unrivaled athletes, while also becoming the apparel provider for the league's youth camps, clinics, and related community basketball programming.

The partnership will debut on the court at the start of Unrivaled’s 2027 season.

Adidas replaces Under Armour in the categories.

Financial terms were not shared.

Unrivaled and adidas said the partnership “brings together two organizations helping shape the future of women’s basketball, pairing Unrivaled’s rapid growth and player-first model with adidas’ global reach and longstanding investment in the sport.”

"We continue our journey to be the next generation brand of basketball,” Max Staiger, global GM of adidas Basketball, said via the company.

“Unrivaled shares our belief for what’s possible in women’s basketball and investing in athletes is the best way to grow the game. We’re excited to partner with the league to advance that vision through innovation, athlete empowerment, and new opportunities that grow the game at every level."

The news comes as Unrivaled is unveiling plans for an eight-city “Unrivaled on Tour with Ally,” the league’s month-long, cross-country bus tour to support its 2027 season.

Cities currently feature or will soon be homes to WNBA teams, including Brooklyn (NY), Detroit, Houston, Los Angeles, Minneapolis, Philadelphia and San Francisco; as well as Boston, where the Connecticut Sun (now relocated to Houston as the Comets) played one-off games in TD Garden in 2024, 2025 and 2026, averaging more than 19,000 per game.

"Adidas has a long history of investing in the athletes and moments that define this game," Candace Parker, president of adidas Women's Basketball and former WNBA icon, said via the company.

"Through this partnership, adidas will bring elite performance innovation to Unrivaled athletes while continuing to invest in the future of women's basketball at every level."

Entering its third season, the league has expanded to eight clubs and 54 players, and recently unveiled new investments to reach what it said puts a $650 million valuation on Unrivaled.

Unrivaled and adidas said  by “investing across league competition, youth development, and fan engagement, adidas and Unrivaled aim to strengthen the full ecosystem of the sport: enhancing the athlete experience, opening new doors for young players, and enriching the fan experience.”

“Our partnership with adidas represents an important next step in Unrivaled’s growth and evolution,” Alex Bazzell, Unrivaled co-founder and CEO, said via the pro women’s 3x3 hoops league co-founded by WNBA stars Brianna Stewart and Napheesa Collier in 2023, 

“Adidas shares our vision and commitment to investing in the future of women’s basketball, and together we'll elevate the athlete experience, create new opportunities for our players, and service our fans even better.” 

Adidas and Unrivaled said they would work together on initiatives “designed to amplify player voices, support athlete storytelling, and create opportunities that reflect the ambitions of the league's growing roster of talent.”

The exclusive partnership will also include a broader assortment of officially licensed Unrivaled merchandise. Adidas said it would roll out new authentic jerseys, performance apparel, lifestyle collections, and additional fan merchandise, giving supporters more ways to represent their favorite clubs and players. 

Traveling Is Allowed: Unrivaled Plans Eight-Stop Road Trip To Support ’27 Season 

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