Jordan Brand Pulls Major Move for UCLA Women’s Basketball Team
via Usta
Dec 16, 2025; Los Angeles, California, USA; UCLA Bruins forward Sienna Betts (16) heads down court as the bench celebrates after scoring a basket during the second half against the Cal Poly Mustangs at Pauley Pavilion presented by Wescom Financial. Mandatory Credit: Jayne Kamin-Oncea-Imagn Images
Jordan Brand is betting big on the UCLA women's basketball team ahead of March Madness.
The Bruins are running strong this season with a 27-1 record as the No.1 team in the Big Ten. With the March Madness just around the corner, the Jordan Brand and Union LA endorsed the team.
House of Heat took it to X on Feb 28, posting a video of the team unwrapping the PEs and bomber jackets. “Jordan Brand and Union LA hooked up the UCLA Women’s Basketball team with pairs of the Union LA x Fragment Air Jordan 1 High 'Sport Royal’,” read the caption.
What followed was the team hyping up the moment in unison, passing comments like, “That’s sick” or “I love it”. While players like Charlisse Leger-Walker and Kiki Rice thanked the effort directly by addressing Jordan Brand and Union LA.
Talking about the PE itself, it was released on Feb 14, 2026. Featuring a black and navy base with sport royal blue and sail accents, it embodies a minimalist aesthetic, including the signature lightning bolt logo on the heel. While the jackets were personalised one-of-one for each player.
While this was a wholesome gesture from the Brand’s end, it was also a direct nod to the team’s ongoing partnership and Rice’s personal NIL deal with Jordan Brand.
Kiki Rice and the UCLA Bruins’ Connection With Jordan Brand
Back in October 2022, Rice became the first-ever athlete to sign an NIL deal with Jordan Brand. Throughout her collegiate career, she has debuted several new models and player-exclusive colorways from the iconic Air Jordan line.
However, the Bruins' relationship with the Brand is older. Both parties shook hands in July 2021, tipping off the 6-year partnership, which will run through June 30, 2027.
This action took place after the termination of UCLA’s previous deal with Under Armour. And ever since, UCLA has been one of only five college programs in the country to have Jordan Brand provide for its football, men’s basketball, and women’s basketball teams.
And with this striking gesture, the Brand has showcased that the bond is as strong as ever and only intends to get stronger in the future. How would you describe this moment? Comment it down.
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Written by
Deblina Roy
Edited by
Sagnik Bagchi