It had to be Detroit

The GIST: After three years of playing games in the Detroit market, the PWHL is finally ready to commit to the city. The league announced yesterday that it’s expanding to Detroit, MI, after hosting four games there.

• For us, the big headline to come out of this is the role Ally played in bringing the team to the city, one of what Ally CMO Andrea Brimmer calls its “hometown markets.” Let’s review the power of this strategy for Ally and how this mindset can be a win for a brand and the broader sports landscape. It had to be Detroit.

The context: The bank, which is headquartered in Detroit, has been integral in fostering the PWHL’s presence in Motor City. Ally was a presenting sponsor for Takeover Tour games in Detroit, and in March, it brought this year’s PWHL Detroit game to a linear U.S. audience for the first time.

• Ally is the new team’s official bank and its inaugural partner, and as per usual, it’s going full send: Team jerseys will include an exclusive Ally patch on the chest, and the PWHL will host its annual awards ceremony and draft in Detroit this year to celebrate the news.

The strategy: Ally considers Detroit its “hometown,” and its immediate, substantial investment in the new franchise reflects its commitment to the city and women’s sports, according to Brimmer. This reiterates what she told The GIST during a March interview: The brand feels strongly about what it calls its “hometown marketing strategy,” driven by Ally CEO Michael G. Rhodes.

• Brimmer believes there’s a “corporate responsibility to help bring tourism and eyeballs and all those kinds of things to the city,” noting it’s also a great way to boost exposure, raise a brand’s profile, and recruit new customers. But there’s an emotional element too: It fosters employee pride, which is important since they typically respond well to recognition.

Zooming out: Beyond encouraging employee buy-in, this strategy is a powerful and effective way to energize a city where a brand is based. Considering the historic fan attendance at PWHL games in Detroit, it makes sense Ally would want fans to be aware of the bank and its deep ties to the city.

• Ally’s own data shows how women’s sports fans turn into customers who develop strong trust with the brand. Bringing a team to the city? That’s a big deal, and it might be the first time we’ve seen a brand this instrumental in an expansion deal. Detroit — both its current PWHL fans and the city at large — will appreciate the impact.

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The GIST: Yesterday, the WNBA announced a landmark partnership with shoe brand Skechers as an official league partner. That’s a big deal: The WNBA shoe market is already saturated, but recent newcomers like New Balance and the relaunched Reebok Basketball are seeing opportunity here — and the league’s stamp of approval is huge.

• But really, it comes back to the athletes. How is Skechers courting top WNBA talent like Rickea Jackson, Kiki Iriafen, and Jackie Young to its roster? Last week, we heard from Skechers senior director of product development & merchandising Catherine Zou about the brand’s strategy. Expanding their footprint.

The backstory: Skechers first stepped onto the basketball court in 2023, and in the W sphere, first partnered with Jackson. This was followed by a deal with Iriafen — the brand’s first college athlete — right before the 2025 WNBA Draft, where she went fourth overall. Young joined the roster leading up to 2025 All-Star Weekend, lending veteran cred as an Olympian and WNBA champ.

• While Skechers has a presence in running, golf, pickleball and soccer, its WNBA partnership is a “major milestone” for the brand and a “meaningful way” to use its platform to support women athletes and consumers. But also, the W is the place to be: Zou said its “rapid growth and passionate fanbase make it an ideal fit for our brand.”

The strategy: Skechers’ brand identity is centered around the idea of comfort without sacrificing performance, which Zou called a “technical advantage” that “truly sets us apart.” This focus on feel-good vibes extends to how it treats its athletes, who feel invested in.

• Skechers wants “authentic engagement with basketball culture” driven by athletes and storytelling that showcases products naturally. “This collaboration not only increases visibility for our collection but also strengthens our credibility within the sport,” Zou said, noting that it also wants to inspire more women to pick up the game.

Zooming out: Everyone wants in on the W: As WNBA chief growth officer Colie Edison notes, “This partnership reflects the growing demand from global brands to connect with WNBA fans worldwide.” Skechers is well-known in the US, but this puts the brand before a worldwide audience and a league in the zeitgeist.

• It might seem like the league is running out of room, but really, it’s on shoe brands to remain creative on their edge and what sets them apart. Signing athletes is a big part of that, which is why newcomers also need to think about signing them as early as college or even high school — something brands like New Balance say gives them an edge. If the shoe fits…