Under Armour launches Aliyah Boston, GG Jackson jerseys

Under Armour is investing in the South Carolina basketball market.

The sportswear brand has launched replica jerseys for Aliyah Boston and GG Jackson. The campaign follows a similar move the company made when releasing a signature Shedeur Sanders‘ Jackson State jersey during college football season.

Thanks to name, image and likeness, the South Carolina duo will be able to profit off the jerseys. Terms of the agreements was not disclosed.

Boston has a previous partnership with Under Armour dating back to April, following the South Carolina’s national championship win. Through her long-term deal, she’s partnered with the company to help grow the game. Boston hosted the first-ever women’s basketball camp in her native St. Thomas, Virgin Islands, in association with Under Armour.

This is not the first time the brand has operated in the Columbia market either. Last season, the apparel and sneaker company created custom shirzees with the entire women’s basketball team. Boston is nearly averaging a double-double this season, shooting a remarkable 56.8% from the field. South Carolina has followed suit, sitting as the lone undefeated team in the nation.

Now Jackson is also involved. Formerly the top-ranked prospect in the 2023 class, he became the first player to decommit from North Carolina in the modern era and attend another college this spring. In Year 1 with the Gamecocks, the forward has struggled. At times this season, his body language on the sidelines has been alarming. But this past weekend at LSU, he was reinserted back into the starting lineup and responded with 20 points.

Despite the freshman struggles, he’s averaging 15.3 points and 6.1 rebounds per game. Where he sits in 2023 NBA Draft picture is uncertain.

Under Armour’s NIL investment

Ahead of last week’s launch of the Spawn 5 Carnival Pack sneaker, Under Armour inked an endorsement deal with Vyctorius Miller. The four-star recruit in the Class of 2024 was pictured in an Instagram post promoting the product.

Signing NIL deals with up-and-coming basketball stars have been a focus for major sneaker companies. Nike signed Bronny James, DJ Wagner and Judea Watkins — all high school basketball stars — back in October. Adidas has also been aggressive, signing proven college talent and establishing an NIL network.

Aligning with two notable South Carolina stars also makes sense for Under Armour. The company is the official apparel brand of Gamecock athletics, meaning Boston and Jackson will be repping the brand’s logo in games.

Aliyah Boston, GG Jackson’s On3 NIL Valuation

Boston has a $103,000 On3 NIL Valuation, which sits at No. 15 in women’s college basketball. With more than 188,000 social media followers, she has previously executed NIL deals with Bojangles, Orangetheory and crocs.

A former five-star recruit, Jackson has found NIL success early in his college career, too. With partnerships with Champs Sports and Topps, he holds a $47,000 On3 NIL Valuation.

The On3 NIL Valuation is the industry’s leading index that sets the standard market NIL value for high school and college athletes. A proprietary algorithm, the On3 NIL Valuation calculates an athlete’s NIL value using dynamic data points targeting three primary categories: performance, influence and exposure.

About On3 NIL Valuation, Brand Value, Roster Value

While the algorithm includes deal data, it does not act as a tracker of the value of NIL deals athletes have completed to date, nor does it set an athlete’s NIL valuation for their entire career.

The On3 NIL Valuation is publicly available. Performance, Influence, and Exposure ratings along with the athlete’s personal Brand Value Index and Roster Value Index are available only to the athlete in the “Athlete Verified” private dashboard on the On3 Athlete Network.