What happened
Under Armour has officially ended its four-year endorsement partnership with WNBA guard Kelsey Plum, the company confirmed to B/R Kicks. The split concludes a significant apparel deal for the Las Vegas Aces standout. No immediate reason was provided for the parting.
Why it matters
Endorsement deals provide crucial off-court income for WNBA players amid growing league popularity. Plum, a three-time All-Star and two-time champion, loses visibility from a major brand. This could signal shifts in UA's athlete roster or Plum seeking new partnerships like Nike or Fanatics.
What to watch
Monitor announcements of Plum's next sponsor. Watch for any impact on her Aces performance amid playoff push.