Togethxr merch sales highlights marketing opportunity in fashion collabs with women athletes

The GIST: Women’s sports are the moment, but they’re more than a temporary zeitgeist. Women athletes are being centered in pop culture beyond just being athletes — they’re becoming beacons with sway in fashion and lifestyle trends, something streetwear and high fashion brands should try to capitalize on. Walk, walk, fashion, baby.

The latest: Women’s sports–focused media and lifestyle brand Togethxr recently announced it generated $6M in revenue from its “Everyone Watches Women’s Sports” merch line last year. The line included offerings in multiple languages and collaborations with teams like the Golden State Valkyries, and was popularized by celebrities like Dawn Staley and Jason Sudeikis.

• They’re not the only ones making women’s sports even more mainstream. UConn star Paige Bueckers — a noted NIL marketing genius — found time in her busy schedule to grace the cover of GQ Hype this week, reminiscent of Angel Reese’s WNBA Draft declaration in Vogue last year.

The trend: Bueckers and Reese embody a rising trend in stepping beyond athleisure into the luxury realm. Caitlin Clark made history in Prada and Louis Vuitton last spring, while Olympic freestyle skier Eileen Gu has made millions modeling for brands like Tiffany & Co. Dior has recruited women athlete ambassadors in several sports, from Paralympic fencer Bebe Vio to boxer Estelle Mossely.

• Their influence is also felt in the streetwear scene. Bueckers has sported the aforementioned Togethxr tee and boasts collabs with Round21 and Bucket Culture, while Reese has modeled for Good American jeans.

Zooming out: The latest numbers from Togethxr prove the hype around women’s sports is something brands can activate around with smart partnerships, merch offerings, and even strategic input from legendary athletes. Women’s sports fans are interested, loyal, and seeking options to support athletes beyond just buying jerseys and signature shoes.

• Luxury and streetwear brands have the opportunity to not only feature women athletes on merch, but work with them in meaningful ways that can unlock new audiences. Striking a pose.