Unrivaled, the professional women’s 3×3 basketball competition that launched last year, has secured a new multi-year partnership with German sportswear giant Adidas.
The deal starts in the 2027 season, with Adidas supplying Unrivaled with on-court uniforms and performance gear, providing apparel for all off-court basketball programming, and launching an assortment of official licensed merchandise, including jersey and lifestyle collections.
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As part of the agreement, Adidas will also work with Unrivaled on initiatives to support athlete storytelling and building the profile of the league’s growing roster of talent.
Max Staiger, global general Manager of Adidas Basketball, said: “We continue our journey to be the next-generation brand of basketball.
“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.”
Adidas replaces US sportswear company Under Armour, which served as the official uniform partner and performance outfitter for the competition for its second season.
The series' second season – featuring an expansion to eight clubs – ran earlier this year, having made its debut in 2025. Season two saw a boost across areas including ticket and merchandising sales, as well as fan engagement on social media, with games broadcast in the US on the TNT and truTV networks and streamed on Max.
Sponsors for the series earlier this year include the likes of PwC, US beauty retailer Sephora, health and wellness company Thorne, and bourbon brand Maker’s Mark.
Alex Bazzell, Unrivaled co-founder and chief executive, said: “Our partnership with adidas represents an important next step in Unrivaled’s growth and evolution.
“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.”
The new deal comes as Unrivaled prepares to tip off its third season in January 2027, having secured a fresh injection of capital last month via a Series C funding effort.
The Series C funding round was led by the Ten Pillars Sports Fund, backed by UC Investments, and has resulted in the league being valued overall at $650 million.
The player equity pool, meanwhile, is now valued at close to $200 million.
Other Series C investors include current and former NBA basketball stars Trae Young and Carmelo Anthony, basketball coach Geno Auriemma, billionaire Jenny Just, actor Ashton Kutcher, and former women's soccer star Alex Morgan.
Unrivaled's Series B financing round took place in September 2025 and increased the league's valuation at the time to $340 million.
