Women-centric athleisure brand Athleta is leaning further into its brand identity with its long-running Power of She campaign. In its current form, the messaging has crystallized into centering inspirational Olympic and Paralympic women athletes as brand ambassadors, giving Gen Alpha consumers something to aspire to.

We’re coming in hot with another Olympic Special Edition — this time, with everything you need to know about the new (and new-ish) sports gracing the Paris 2024 Games.

In preparation for the biggest two weeks in international sport, we’re coming at you with a three-part Olympic primer, starting with today’s overview of the Games.

From French class to actual France

Let’s rehash the best rivalries in the history of women’s sports. Sundays are for spice after all.

Spoiler alert: NIL won’t be the only show in town for long.

Women-led sports nonprofit Ico For All is fighting to include women in the age-old sport of decathlon. On Wednesday, the org announced it would host the inaugural Women’s Decathlon World Championships in Geneva, Ohio, next month to coincide with the men’s Olympic event in Paris — where women still can’t compete.

It's complicated, to say the least.

After signing recent WNBA and NWSL partnerships, Google wanted to further support athletes in these leagues. So it worked with rights licensing agency OneTeam Partners to form a historic partnership yesterday with the WNBPA, NWSLPA, and USWNTPA that makes Google Pixel the official mobile phone of the unions and the sponsor of marquee union events.

NIL has taken college sports by storm — and women are cashing in more and more

Parity, the sponsorship platform dedicated to connecting brands with women athletes, helped land an especially delicious brand deal last week. Last Wednesday, the Minnesota Pork Board announced that synchronized diving duo Kassidy Cook and Sarah Bacon are joining Team Pork with the hashtag #CooknBacon.

Schools are shifting conferences to protect their bottom lines…but those aren’t the only metrics in play.