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Discern what’s driving cultural relevance around women’s sports.
Feminist Fandom and Pride
From Girlhood to Womanhood
This past year has marked a shift toward celebrating women. Women athletes are uniquely positioned to serve as conduits and cultural leaders for modern womanhood and motherhood.
The Mommy Athlete on Social
Professional athletes like Serena Williams, Ashlyn Harris, Shelly Ann Fraser and Candace Parker advocate for mothers and remind the world that you can excel massively in a sport while being a great mother.
“Mother” Slang on Social
Mainstream fans have adopted this endearing term to celebrate and pay homage to their favorite role-model athletes. It’s synonymous with women who are powerful, confident, and respected.
Beauty Autonomy
Athletes from all walks of life are widening the aperture on the kinds of beauty we embrace.
Freedom of Expression
There has been a rise in meaningful conversations around cultural and religious identity in sports. While there’s still progress to be made, ongoing efforts have led many sports organizations to revise their policies to allow religious head coverings.
A Celebration of Black Hair
More and more waves of Black athletes are challenging stereotypes and showing up authentically, honoring their cultural identity and paving the way for more athletes to show up as themselves.
Safe Spaces
Women’s sports spaces are fostering inclusive environments where women can celebrate and empower each other.
The Sports Bra
After opening its first-of-a-kind, dedicated women’s sports bar in Portland, Oregon, The Sports Bra has since received major social buzz, investment, and shared plans to franchise and expand. In addition to boasting women’s-only games across all screens, the space is outfitted with related memorabilia and decor (plus themed cocktails like the Title IX).
The Row & Key @ Barclays
As the desire for more exclusive and intimate ways to experience sports grows, arenas like Barclays are meeting fan needs with elevated food and beverage experiences that can cater not only to existing fandoms but new ones (i.e., the New York Liberty basketball team). Club members have access to all games and events at the venue from a private setting.
Swaying Influence and Style
The Influencer Athlete
As more and more athletes grant access to their lives on the court and off of it, traditional heavily monetized influencer content is no longer as effective as it used to be. Women’s sports icons are introducing fresh voices to the social ecosystem, shifting boundaries, and nurturing fandom with more intimate, relatable content.
Access Granted
With posts across Instagram and TikTok, Ilona Maher gave a glimpse into Olympic Village life, including meals, bunking, dating prospects and interactions with her fellow athletes.
Activism
Going beyond athletics, female athletes are using social media to advocate for issues they’re passionate about, like body positivity.
Podcast Hosts
Athletes are expanding their influence beyond the arena by hosting podcasts, using their platforms to share personal stories, spill the tea, and build deeper fan connections.
“ It’s always bigger than just basketball, and I’m grateful for the opportunity to stand for what I believe in. ”
Natasha Cloud
WNBA / Unrivaled Athlete
Fashion For the Win
The Rise of Blokecore
Seizing inspiration from British football, Blokecore has spun vintage jerseys into a major social moment.
Genderless Fashion
Fashion in sports has become increasingly androgynous, with women incorporating more pieces with traditionally masculine elements - and men incorporating more traditionally feminine elements.
Tunnel Walks
Pre-game tunnel walks have become their own red carpet moments in the sports world. One look at Nika Muhl or Skylar Diggins-Smith’s Instagrams and you’d think they were models instead of athletes. In this era you can be both.
Explore the Rest of the Report
Paradigm Shift
Revealing the growth, fandom, and untapped brand opportunities in women’s sports.
