CarMax is scoring glowing reviews after its latest viral ad starring WNBA royalty — but the popularity boost is more than just good luck. CarMax CMO Sarah Lane chatted with The GIST this week to discuss how the brand’s dedicated women’s sports strategy over the past five years has paid off.

In honor of the spooky season, we've rounded up some of the sports world’s eeriest ghost stories. So grab a haunting beverage and get ready to dive into the shadows, because these tales are brewing up a cauldron of chills.

The Athena Pledge, a first-of-its-kind, collaborative project between AT&T, Capital One, Cisco, and Deloitte, was announced last week with the aim to rally other brands to increase their women’s sports spend as well as to prioritize women’s sports in their own strategic planning.

Former University of Florida track star Parker Valby inked a deal with New Balance last week as she ramps up to her first year as a pro. In an interview with the GIST, Valby said she had a gut feeling New Balance was the right fit for her, opting not to re-sign with Nike after she became the first collegiate women’s runner to sign an endorsement deal with the brand in 2023.

Today’s special edition highlights the benefits of sports access as well as the barriers to play for girls around the world.

The GIST and PWHL continue efforts towards expanding the reach of women's sports and female fandom across the United States and Canada

It's the next step in the reshaping of college sports.

The Collective — the women’s sports research branch of talent agency giant Wasserman — published new insights yesterday on women sports fans globally. Its most recent findings indicate women are a growing demographic in sports fandoms, one that activates more keenly around brands — something The GIST knows very well. *winks*