Skims, co-founded by Kim Kardashian, reportedly signed a three-year deal to be the “official underwear partner” of the NBA, WNBA and USA Basketball.

As part of the agreement, Skims receives media exposure across various league platforms, including on-court virtual signage during NBA and WNBA national broadcasts and the leagues’ social and digital media platforms.

The deal follows last week’s intro of the NBA’s menswear line with NBA All-Star Shaivonte Aician Gilgeous-Alexander of the Oklahoma City Thunder as the brand’s ambassador, shown in lead photo.

“Skims has quickly become one of our most culturally influential brands,” said NBA Commissioner Adam Silver. “We look forward to bringing NBA fans and Skims users unique experiences, new offerings and premium products through our partnership.”

“I am incredibly proud of Skims’ partnership with the NBA, as it is a reflection of Skims’ growing influence on culture,” said Kardashian, who is also the brands and co-creative director. “Together, Skims and the NBA will connect people of all backgrounds through fashion, sport, and talent, and I look forward to seeing the partnership thrive.”

“The NBA’s modern approach and significant impact on pop culture, entertainment and fashion is unparalleled in sports,” said Jens Grede, co-founder and CEO of Skims. “Our partnership marks a remarkable opportunity for Skims and the NBA to work together on what it means to engage the next generation of consumers and fans through basketball.”

Photo courtesy Skims