Aliyah Boston Signs With Adidas Over Under Armour
"We must protect this house." Sports fans everywhere have been inundated by the newest marketing campaign from Under Armour since it debuted in mid-March. Front and center for the commercial was the brand's first-ever NIL athlete, Aliyah Boston.
In a press release, the South Carolina Gamecocks forward said, “It’s an absolute honor to be working with Under Armour on the revival of Protect This House. When I hear those three simple words, I feel motivated to just keep pushing–for my family, my teammates on the court, and the women’s basketball community all over the world.”
So, when the Indiana Fever selected Boston with the number one overall selection of the 2023 WNBA Draft, it felt like a massive win for Under Armour. However, that will not be the case.
On Tuesday morning, adidas announced the signing of Boston to a multi-year footwear and apparel deal. Boston said, “It feels amazing to be part of Adidas. Adidas is empowering women, and they’re opening the doors for women’s sports. It’s just continuing to grow the game.”
Boston is a generational talent who will likely lead Indiana and adidas for many years to come. The rookie's surprising move speaks to the level of intensity with which brands battle over star players. It also proves that the WNBA is the new battleground for sneaker companies.
As for Under Armour, they could still try to sign Diamond Miller. The Minnesota Lynx selected Miller with the second overall pick in the draft after she played for Under Armour's flagship school, the Maryland Terrapins. Stay locked into FanNation Kicks for all your footwear coverage.
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