No. 1 WNBA draft pick Aliyah Boston signs multiyear deal with Adidas

The GIST: Aliyah Boston is definitely happy in this modern world. The 2023 No. 1 WNBA draft pick scored a multiyear deal with Adidas yesterday, replacing previous sponsor Under Armour (UA) days before her professional career begins with the Indiana Fever.

The details: Ahead of WNBA tip-off on May 19th, Boston and her WME reps began scouting a shoe deal and entered negotiations with several brands. Adidas offered the most lucrative agreement and will position Boston as their newest face in the WNBA. The hooper also scored her first Adidas gig yesterday in the brand’s “Remember the Why” series.

• Boston is expected to begin her WNBA career in the Adidas Exhibit Select, the same kicks Candace Parker wore when she started in the league. Following in her footsteps. Literally.

The context: Boston’s new contract comes just a year after she signed a name, image, and likeness (NIL) deal with UA. The former South Carolina star was the first female hooper to partner with the brand and was a fixture in UA’s rejuvenated “Protect This House” March Madness campaign.

Zooming out: By leveraging her college star power to upgrade an existing endorsement, Boston becomes one of NIL’s first post-graduation success stories. Her business win also aligns with the WNBA’s desire to capitalize on NCAA basketball’s popularity, as covered in April’s Sports Biz Breakfast. A perfect match.