Unrivaled, the fast-growing 3-on-3 women's basketball league, has landed one of the biggest partners in global sports apparel. And it is a massive push for women’s sports.

The company in question is adidas, and it has announced a multi-year deal to become the official uniform and performance apparel partner of the league, marking a significant step for both sides as women's basketball continues its rapid expansion.

Under the agreement, adidas will supply on-court uniforms and performance gear for Unrivaled athletes starting with the 2027 season. However, no figures for this deal have been publicly made available.

The brand will also outfit the league's youth camps, clinics, and community basketball programming, while rolling out a broader line of officially licensed merchandise, including authentic jerseys and lifestyle collections. 

The partnership, as published on adidas’ own page, aims to elevate the athlete experience, open new commercial opportunities for players, and give fans more ways to support their favorite clubs.

The adidas partnership arrives as Unrivaled looks to build on that early momentum. The league has already started taking games on the road and plans to expand its tour stops further. 

Pairing with a global brand the size of adidas, whose market capitalization has hovered near $29 billion, gives Unrivaled access to elite product innovation, worldwide distribution, and marketing power that could accelerate its growth well beyond its current footprint.

The rise of Unrivaled in the sports market

Unrivaled has grown quickly since its debut. Co-founded by WNBA stars Breanna Stewart and Napheesa Collier alongside Alex Bazzell, the league launched in 2025 with a player-first model built around equity ownership, competitive salaries, and a condensed Miami-based schedule. 

It has since expanded to eight clubs and 54 players, set attendance records, and reached a $650 million valuation after a recent Series C round, with players remaining the largest shareholder group at nearly $200 million in equity.

Revenue jumped from $27 million in the inaugural season to roughly $45 million in Season 2, fueled by sharp gains in ticket sales and merchandise. A landmark game in Philadelphia drew 21,490 fans, setting a professional women's basketball attendance record, while a sold-out playoff stop at Brooklyn's Barclays Center reinforced demand beyond Miami, as per SBJ.

That momentum has attracted serious capital. The oversubscribed Series C, led by Ten Pillars Sports Fund and backed by UC Investments, nearly doubled the league's prior valuation, positioning it for further growth. This includes additional tour stops in 2027 while keeping its player-equity model intact.

What started as an alternative to overseas offseason play has become one of the fastest-rising properties in women's sports.

Now, this adidas partnership marks the biggest deal for Unrivaled, and they hope the brand will grow and become better known.

Do you think partnerships like this will help Unrivaled compete more directly with the WNBA for talent and attention? 

Written by

Zaid Quraishi