Unrivaled 3×3 Basketball is doubling down on NIL, spotlighting the offseason league's deep roster of NCAA talent in its "Future Is Unrivaled" (FIU) collection drop on Tuesday.
The new merch line features FIU-branded sports apparel and accessories alongside one-offs like pleated skirts, button-ups, and jackets, all backed by a social media campaign starring college stars Lauren Betts (UCLA), Sienna Betts (UCLA), Madison Booker (Texas), Audi Crooks (Iowa State), Azzi Fudd (UConn), MiLaysia Fulwiley (LSU), Hannah Hidalgo (Notre Dame), Flau'Jae Johnson (LSU), Ta'Niya Latson (South Carolina), Olivia Miles (TCU), Kiki Rice (UCLA), Sarah Strong (UConn), Syla Swords (Michigan), and JuJu Watkins (USC).
After first signing NCAA stars Paige Bueckers and Flau'Jae Johnson in late 2024, Unrivaled added more than a dozen of college basketball's biggest names to its "Future is Unrivaled" Class of 2025 earlier this summer.
While they cannot play in the upstart league prior to turning pro, the NIL signees did participate in July's Unrivaled Summit, a multi-day event in Miami that focused on skill development, content creation, brand building, social media strategy, and community service.
Unrivaled basketball's investment in the next generation of superstars underlines the 3×3 venture's growing influence in the sport, as it becomes a wedge issue in the WNBA's ongoing CBA negotiations while prepping to tip off a second season in January.
How to purchase from the "Future Is Unrivaled" collection
The full merch collection is available now online at Unrivaled.
UConn basketball star Azzi Fudd, Olympic gymnast Suni Lee, and more college talents struck a pose this week, teaming up with Kansas City Chiefs tight end — and newly minted fiancé — Travis Kelce to launch his new "Tru Kolors" American Eagle collection on Wednesday.
The Tru Kolors campaign highlights rising, current, and former NCAA athletes, with Fudd and Lee joined by UNC tennis commit Anna Frey as well as a trio of standouts in men's basketball and football.
"I'm inspired by where I come from and the people around me. That's why we chose six incredible athletes — Anna, Azzi, Drew, Kiyan, Suni, and Jeremiah — who stay true to themselves while changing the game," Kelce said in Wednesday's press release.
"Each athlete shares Travis's beliefs of staying true and living life beyond boundaries," the statement continues, describing reigning national champion Fudd as one of "college basketball's most resilient and dynamic players."
Lee is the only former collegiate icon featured in the campaign, with the Auburn alum departing NCAA competition to add three more medals to her six Olympic hardware total at the 2024 Paris Games.
College phenoms like Fudd and Lee have been able to funnel their athletic success into increasingly high-profile NIL deals.
Fudd has had a particularly lucrative year off the court, with this latest venture closely following a collab with Meta earlier this month.
How to buy the Travis Kelce American Eagle collection
Items from the initial Tru Kolors run hit shelves on Wednesday, with the rest of the 90-piece collection dropping on September 24th.
All pieces will be available to buy online at American Eagle.
UConn basketball star and reigning NCAA champion Azzi Fudd added another stop to her whirlwind offseason this week, landing in Chongqing, China, to team up with NBA icon Steph Curry on his Curry Brand World Tour.
Fudd said just last week that she considered Curry her favorite NBA player, with the 22-year-old UConn grad student going on to beat the 16-year league veteran in a three-point contest while in China.
Kicking off its ninth US edition in San Francisco earlier this month, this year's Curry World Tour brings Curry Camp — a high school basketball clinic where the Golden State Warriors star provides "one-on-one coaching, advice, and exposure to his habits, routines, and mindset" — overseas for the first time.
Fudd's history with Curry runs deeper than her assist at this week's Curry Camp, with the 2025 NCAA Final Four Most Outstanding Player attending one of the two-time NBA MVP's first elite girls basketball camps as a rising high school sophomore in 2018.
She then became the first-ever college player to sign an NIL deal with Under Armour's Curry Brand back in 2021 — just 17 days after Fudd made her collegiate basketball debut.
"Steph has been such an amazing resource," Fudd said back in March. "It kind of just goes to show the kind of person he is."
Unrivaled Basketball returned to the headlines on Monday, releasing a series of stats linking participation in the offseason 3×3 league to boosted performances in the WNBA.
Per the league, 91% of all Unrivaled players have posted a career-high in at least one statistical category during the 2025 WNBA season thus far.
When it comes to scoring, over one-third of Unrivaled vets are currently seeing career-high points per game, including Minnesota Lynx star and Unrivaled co-founder Napheesa Collier, who leads the WNBA with a 23.2 average rate.
Pro sophomore Kate Martin saw the biggest bump, with the Golden State guard increasing her scoring rate by over four points per game.
Scoring efficiency also rose among Unrivaled athletes, with players like LA Sparks guard Rae Burrell and Chicago Sky forward Angel Reese putting up career-high field goal percentages, while Indiana Fever forward Aliyah Boston's growth has her leading the WNBA in that category.
The biggest boost from playing in the 3×3 league has been in assist rates, with 38% of Unrivaled alums — including WNBA-leader and Phoenix Mercury forward Alyssa Thomas — dropping career-high dimes per game.
Over one-quarter of Unrivaled players are also enjoying personal-best rebound rates, with LA Sparks forward Azurá Stevens seeing the biggest gains off the glass.
Perhaps most impressively, both Stevens and Atlanta Dream guard Allisha Gray have each logged increases in their scoring, assists, and rebounding rates, showing the most comprehensive gains across WNBA stats out of all Unrivaled players.
Amidst booming popularity, Unrivaled's off-court impact has been similarly substantial, with the upstart league signing 14 of college basketball's biggest stars to NIL deals over the weekend.
Unrivaled’s salary structure has also made a splash, with standouts like Dallas Wings rookie Paige Bueckers scoring contracts that far outweigh their regular-season WNBA pay.
Upstart 3×3 league Unrivaled Basketball stole some of the WNBA's thunder over the 2025 All-Star weekend, with the offseason venture announcing Saturday the signing of 13 NCAA stars to new NIL deals.
Headlining the group is USC guard and 2025 National Player of the Year JuJu Watkins, with the Trojan junior joined by Hannah Hidalgo (Notre Dame), MiLaysia Fulwiley (LSU), Ta'Niya Latson (South Carolina), Syla Swords (Michigan), Audi Crooks (Iowa State), Madison Booker (Texas), and Olivia Miles (TCU).
Rounding out the new signees are a pair of reigning national champions in UConn guard Azzi Fudd and forward Sarah Strong — the 2025 National Freshman of the Year — as well as a trio of UCLA Bruins: guard Kiki Rice, center Lauren Betts, and forward Sienna Betts.
The younger Betts sister, Sienna, is notably the only incoming freshman inked by Unrivaled.
Bringing the 3×3 league's current college class to a total of 14 players is LSU guard Flau'Jae Johnson.
Unlike the 13 other players, Johnson's NIL deal is a renewal, with Unrivaled extending their partnership with their second-ever college signee.
Last season, Unrivaled inked just two NIL deals with NCAA stars, partnering with Johnson after signing former UConn guard and current Dallas Wings rookie All-Star Paige Bueckers.
While Bueckers and Johnson both secured equity in the league last year, this year's deals — with Johnson as well as the 13 other NCAA players — do not include that benefit, though Watkins holds an additional unique position as one of Unrivaled's initial investors.
Despite the NIL partnerships, Unrivaled does not guarantee any future roster spots to the 14 athletes.
While the league is targeting a two-team expansion for the league's 2027 season, Unrivaled plans to keep their core roster number at 36 next year, though injury replacement players are again on the table.
The first Nike Player Edition sneakers designed by WNBA star Caitlin Clark sold out almost immediately on Monday morning, with fans snapping up the limited run of the Fever guard's Kobe 5 Protros within minutes of the 10 AM ET online drop.
Inspired by the Indiana Fever's colors, Clark's high-gloss Kobe shoes come in Midnight Blue with a tongue and additional accents in Bright Crimson, as well as "vibrant hits of University Gold."
Though Nike did not disclose actual stock numbers, multiple sneaker insiders estimated that Monday's release included just 13,000 pairs of Clark's edition.
Originally on sale for $190 through Nike's website, the Kobe 5 Protro PE is already topping $350 on the resale market.
Clark has been a Nike athlete since inking an NIL deal with the sportswear giant just before her junior NCAA season at the University of Iowa in October 2022, with the WNBA sophomore later signing a reported eight-year, $28 million endorsement contract just after finishing her collegiate career.
That current deal, inked just after the Indiana Fever selected Clark as the 2024 WNBA Draft's overall No. 1 pick, includes the release of a signature shoe.
While Nike still plans to add Clark to its signature shoe roster, the brand appears to be testing the market's waters using the guard's preferred on-court Kobe sneakers — to a sellout success.
How to buy the Caitlin Clark x Nike Kobe 5 Protro PE
Plans looking to pay retail prices for Clark's latest sneaker design will have to wait for Nike to restock, with online resellers like StockX, GOAT, and Flight Club currently selling the shoes at a significant markup.
Last week's landmark $2.8 billion House v. NCAA settlement is back in the headlines, as eight women's college sports athletes filed an appeal on Wednesday claiming that the approved NIL back-payment plan violates Title IX, the federal law banning gender discrimination in schools.
On June 6th, a federal judge approved a settlement between the NCAA and former student-athletes, with the college sports governing body agreeing to have schools directly distribute billions of dollars in back pay to players barred from financially benefitting off their name, image, and likeness since 2016.
Wednesday's appeal to that back-pay plan calls out alleged payment inequities written into the settlement ruling, which could see up to 90% of the $2.8 billion distributed to former NCAA men's sports athletes.
"The calculation of past damages is based on an error that ignores Title IX and deprives female athletes of $1.1 billion," said Ashlyn Hare, one of the lawyers representing the appellants. "Paying out the money as proposed would be a massive error that would cause irreparable harm to women's sports."
"If Nike wants to [pay male athletes more], that is their choice. If the school, or a conference acting on the school's behalf tries to do that, they are violating the law," John Clune, another lawyer on the team, clarified.
"They can either pay the athletes proportionately, or they can return all of their federal funds," said Clune. "But they can't do both."
Texas softball made program history on Friday, winning the 2025 Women’s College World Series (WCWS) to claim a first-ever national championship in their eighth trip to Oklahoma City.
The No. 6-seed Longhorns completed the best-of-three championship series with a dominant 10-4 victory over No. 12-seed Texas Tech, setting a program wins record with 56 on the season.
"This is why I came to Texas," said grad student first baseman Joely Mitchell following the championship win. "This is everything I dreamed of as a kid."
Anchored by star sophomore pitcher Teagan Kavan — who took home the tournament's Most Outstanding Player award after not allowing a single earned run in the nearly 32 WCWS innings she threw — Texas's title is the SEC's first in 10 years. The Longhorns now join only Florida and Alabama in the conference's elite NCAA softball champions club.
The Longhorn bats led the charge on Friday, plating five runs in the first inning — the most allowed in a single inning by Red Raiders superstar pitcher NiJaree Canady in her three-season NCAA career.
While that initial push ended up being enough to seal the win, senior third baseman Mia Scott put an exclamation mark on the victory by blasting a fourth-inning grand slam, notably doing so with a torn ACL.
2025 WCWS sets attendance, viewership records
The Longhorns' historic title run wasn't just a victory for Texas, however, as the 2025 WCWS claimed additional wins far beyond the Lone Star State.
With 119,778 fans packing into Oklahoma City's Devon Park across the nine-day competition, the 2025 tournament broke the WCWS attendance record.
The record-shattering didn't end there, as an average of 2.1 million viewers tuned into Thursday's championship series clash, making it the most-watched WCWS finals Game 2 in history — and the fifth most-watched NCAA softball game ever on ESPN platforms.
The rising value of college softball is also impacting players' bank accounts, with rising senior Canady reportedly inking a second seven-figure NIL deal to remain with Texas Tech prior to Friday's decisive Game 3.
"I've been around a lot of softball players, I've never been around a better teammate and a better person," Texas Tech head coach Gerry Glasco said about Canady following Friday's game. "She's an unbelievable talent. I believe she's the top player in college softball.... Her standards for everything is excellence."
The attendance, viewership, and NIL wins aren't just boosts for collegiate softball. The sport's rise is also fueling a new professional venture, with former NCAA stars launching pro league AUSL on Saturday — strategically timed to capitalize on the momentum of a historic 2025 WCWS.
The No. 22 kit of Indiana Fever superstar Caitlin Clark weighed in as last fall's second best-selling basketball jersey in the US according to sports outfitter Fanatics, with the 2024 WNBA Rookie of the Year trailing only NBA superstar Steph Curry on the top sales list.
Clark's merch dominance is nothing new, however. Her Indiana jersey sold out less than an hour after the Fever drafted her as the overall No. 1 pick in April 2024, making Clark the top seller of any draft night pick in the company's history.
Even more, Clark's merchandise led last season's record-shattering WNBA sales, with Fanatics reporting that 2024 sales of player-specific gear earned a jaw-dropping 1,000% year-over-year increase by last summer's All-Star break — in large part thanks to the 2024 WNBA rookie class.
Fellow 2024 WNBA debutants Chicago Sky standout Angel Reese and then-Las Vegas Aces guard Kate Martin — Clark's NCAA teammate at Iowa — trailed the Fever star with the league's second- and fourth-most merchandise sales, respectively.
This year, a new WNBA rookie could give Clark a run for her money, as the No. 5 Dallas Wings jersey for 2025's No. 1 draft pick, Paige Bueckers, is already doing numbers at retailers across the country.
Already a brand mogul in her own right, Bueckers topped the 2024 NIL list as college basketball’s biggest earner via endorsement deals and merchandise sales prior to going pro.
Projected 2025 WNBA Draft overall No. 1 pick Paige Bueckers announced her first pro deal on Friday, signing with new league partner Ally Financial as the bank gears up to help launch the WNBA’s first-ever Rivalry Week.
"I think the biggest lesson I've learned is to give with what you've been given," Bueckers said during a Friday morning press conference. "A lot of my partnerships, we have values aligned of giving back."
As draft prospects weigh the factors behind the decision to turn pro, Bueckers's early endorsement splash challenges the idea that NIL opportunities end the moment college players exit the NCAA.
The brand-new NCAA champion has been out of the college game for less than one week, but by cashing in with a deal immediately, Bueckers is proving that her value isn’t slowing down anytime soon.
"I think at times there's too much made about salary, and too much made about what's going on in college," Dallas GM Curt Miller told reporters on Thursday. "The top players that we're talking to, their endorsements are going to travel with them."
Ally backs debut WNBA Rivalry Week
In line with the deal, the Ally-sponsored inaugural WNBA Rivalry Week will run from August 9th through the 17th, highlighting matchups with a significant amount of recent history.
Key games will include Midwest regional foes Indiana and Chicago battling it out on CBS, new expansion team Golden State hosting a California clash against the LA Sparks, and a pair of WNBA Finals rematches featuring the NY Liberty, Minnesota Lynx, and the Las Vegas Aces.