Reebok has abruptly ended its high-profile $50 million partnership with WNBA star DiJonai Carrington following her attack on Indiana Fever guard Sophie Cunningham during yesterday’s match.
The decision came swiftly after the incident, which drew widespread condemnation across the league and from sponsors. In a statement released to the media, Reebok said: “What DiJonai did was horrible and is something we don’t stand for.”
Reebok’s Head of Marketing, Mr. Bruno, reinforced the company’s position. “We’re pulling our endorsement of DiJonai after her barbaric act,” he stated, making clear that the brand would no longer associate itself with the player.
The partnership, reportedly valued at $50 million, had been one of the more significant endorsement deals for a WNBA athlete in recent years. Carrington had been signed as a Reebok ambassador, promoting the brand’s basketball line and appearing in marketing campaigns. That relationship is now over.
Carrington herself offered no comment. DiJonai did not have anything to say at the moment, leaving the company’s strong language unanswered as the story developed.
The fallout highlights the growing scrutiny sponsors place on athlete conduct, particularly in high-visibility moments. Reebok’s rapid response signals that brands are increasingly unwilling to tolerate behavior they view as crossing the line, even from athletes with established marketability.
As of now, neither Carrington nor her representatives have issued a public response. The league’s review of the incident and any potential further disciplinary measures remain separate from the sponsorship termination. For Reebok, the message was unambiguous: the partnership ends here.