WNBA Star Kelsey Plum Officialy Ends Her Partnership With Under Armour

Kelsey Plum has parted ways with Under Armour after approximately four years with the brand, ending one of women’s basketball’s most prominent endorsement partnerships. The split comes after months of public friction, with Plum spotted wearing adidas on court throughout the Unrivaled season and into FIBA Women’s World Cup qualifying while still under a UA contract.

How The Break Played Out

The tension surfaced publicly in January 2026 when Plum was seen competing in adidas during Unrivaled’s second season. Under Armour told Front Office Sports at the time: “We were recently made aware of an issue impacting Kelsey’s training and performance. We are working closely with her and her team on a solution to support her needs.” That solution never materialized. Plum has not worn Under Armour on court since.

The Wider Roster Picture

Plum’s exit compounds Under Armour’s difficult stretch in basketball. Steph Curry, the brand’s most marketable athlete, has already departed, leaving De’Aaron Fox as essentially the last active high profile name in UA’s basketball stable. Losing Plum removes one of the brand’s clearest entry points into a WNBA market that has seen sharp growth in commercial value over the past two years.

What’s Next For Plum

Plum is currently a sneaker free agent, with adidas the most visible candidate given her on court activity with the brand this year. She recently signed a one-year, $999,999 contract with the Los Angeles Sparks for the 2026 WNBA season, passing on a $1.4 million supermax deal. No new footwear deal has been confirmed.

A Credibility Gap To Close

For Under Armour, the loss points to a positioning challenge in basketball that goes beyond one athlete. With its men’s roster thinning and its women’s basketball presence now reduced, the brand faces a credibility gap in a category where on court visibility and athlete association remain the primary marketing currency.