Under Armour Signs WNBA Rising Star Nika Moore to Continue Developing Women’s Basketball Market
On March 6, 2025, sports brand Under Armour announced a multi-year partnership with WNBA Seattle Storm guard Nika Mühl. The 24-year-old point guard from the University of Connecticut will become another important women’s basketball spokesperson for UA.
Moore’s basketball background
Moore was selected with the 14th pick in the 2024 WNBA draft. Although she played limited minutes in her rookie season (3.6 minutes per game), her performance in college was enough to prove her potential – she is the assist leader in the history of the University of Connecticut and has twice won the Big East Defensive Player of the Year. Unfortunately, she suffered an anterior cruciate ligament (ACL) tear in November last year and is still recovering.
Under Armour’s Women’s Basketball Layout
Moore is not the only UA spokesperson in the WNBA. The brand has previously signed:
Kelsey Plumb (Los Angeles Sparks, WNBA All-Star)
Marina Marbury (Connecticut Sun, WNBA champion)
In addition, UA is the official jersey sponsor of the emerging women’s three-on-three league Unrivaled, further consolidating its influence in the field of women’s basketball.
Cooperation content and future plans
According to the UA’s official statement, Moore will:
Wearing UA and Curry series basketball shoes in WNBA games
Participate in brand marketing activities and serve as an ambassador
Launching the exclusive UA Courtside series on April 10
Moore said her first exposure to UA was through Plumb’s “Dawg Class” camp, an elite guard training program sponsored by UA, and praised UA for its “innovative spirit and support for the growth of athletes.”
WNBA Player Endorsement Trends
In recent years, as women’s basketball has gained more attention, more and more WNBA players have received brand contracts:
Nike : A’ja Wilson, Caitlin Clark, Jewel Lloyd, Sabrina Ionescu
adidas : Nneka Ogwumike
Reebok : Lexi Brown
Moore’s signing once again confirms the growth of the commercial value of women’s basketball and the brand’s long-term investment strategy in potential new stars.
Outlook:
Although Moore is currently out due to injury, UA clearly values her defensive ability and influence in college. If she can return healthy and gradually adapt to the rhythm of the WNBA, this signing may become another successful case for UA in the women’s basketball market.