Under Armour signs exclusive uniform deal with unrivaled women's basketball league.

• Under Armour has signed a deal with the unrivaled Women's 3x3 basketball league.
• The retailer will provide apparel for both on and off the court.
• Unrivaled kicks off its first season Jan. 17 in Miami.

The pieces are coming together for the startup basketball league Unrivaled.

The 3x3 women's hoops league has signed a multiyear deal with for its official uniform partner and performance outfitter. This comes after the league announced several big player signings and reached a media broadcast deal with TNT Sports in October.

The financial details of the agreement were not disclosed, but Under Armour will supply all players, coaches, and staff with performance clothing and accessories for both on- and off-court use.

Under Armour senior vice president of global sports marketing, Sean Eggert, expressed excitement about partnering with Unrivaled to outfit top women's basketball players on the new stage.

Players without active shoe deals will have Under Armour basketball footwear options and the chance to customize their products.

The WNBA's unrivaled league will launch its first season on January 17th in Miami, attracting top basketball players to the US during the offseason.

Many WNBA players have had to go overseas to play in the offseason in order to supplement their income. According to ESPN, the starting salary in the WNBA is $64,154.

Unrivaled has signed 36 top players by offering attractive financial incentives that include equity. The league boasts the highest average salaries in women's professional sports league history. It's being backed by a number of investors.

After founder Kevin Plank returned as CEO in March, Under Armour is undergoing a turnaround effort. Stephanie Linnartz, who had been in the role for just over a year, was the second CEO the company had cycled through in less than two years.

In recent years, the brand has faced challenges in maintaining a competitive edge and increasing full-price sales, resorting to promotions and the off-price market to sell its products.

Linnartz had been attempting to target more women and enhance the product line before Plank returned as CEO. However, he abandoned this strategy and decided to focus solely on the men's apparel business. Later, he unveiled a turnaround plan that emphasizes positioning Under Armour as a premium brand and reducing discounts to increase profits and demand.

Despite reporting a profit increase in the fiscal second quarter, the company's stock is still down 81% from its all-time high on Sept. 17, 2015.

Unrivaled's deal with Under Armour suggests that the company is investing in female athletes and may be looking to increase its focus on this demographic in order to capitalize on the growing popularity of women's sports and rejuvenate its brand.

Notre Dame, Maryland, South Carolina, and Utah are among the women's college programs currently partnered with Under Armour.

Eggert stated that our brand has a long history of investing in women's basketball, from the grassroots level to the professional level.