The year-round marketing power of Eileen Gu illustrates opportunity around Olympic, Paralympic athletesThe year-round marketing power of Eileen Gu illustrates opportunity around Olympic, Paralympic athletes
The year-round marketing power of Eileen Gu illustrates opportunity around Olympic, Paralympic athletes
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January 17, 2026
The Olympics have a marketing problem: While passion for the Summer Games is a worldwide phenomenon, it’s only accessible to brands every four years. It’s even worse for the Winter Olympics, which has fewer marketing dollars and less media attention, demonstrating that brands often fail to harness the total appeal of winter sports.
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 Naomi Osaka brings couture to the Australian Open Naomi Osaka brings couture to the Australian Open

Work, cover girl.

Tennis star Naomi Osaka is making good on her April 2025 promise to treat every Grand Slam like the Met Gala, walking into her first-round match at the Australian Open in full custom couture on Tuesday. A four-time Slam winner, Osaka is generating a lot of conversation — both supportive and critical — with her look, which is why this episode of The GIST of It is about how fashion and sport aren’t so different after all.

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West Coast wellness franchise Bay Club extends hand to WNBA athletes amid free agency woes
As predicted earlier this week, the WNBA and WNBPA have agreed to a moratorium on free agency transactions as the two sides continue to iron out a new CBA. In the meantime, free agents are left in the lurch when it comes to training in offseason facilities — but universities and companies are closing the gap.
January 15, 2026