The benefits of a link-up with the WNBA extend beyond the financial, however. “As with any other sport, brands really have to dig in beyond the surface level and invest deeply — put in as much heart and soul as the players and the fans do,” says Tomorrowism’s Bentley, who also worked on Nike Women for many years. Brands need to be part of the action, not just play benefactor, she adds.
For Away, Gallagher says the aim is to rethink how brands activate around sports, centring culture, values and fan connection. “It’s not just about what happens on the court, it’s about the powerful stories, communities and movements taking shape around it.” On 17 May, the brand offered free co-branded luggage bags to fans who visited the store in Liberty gear. “From co-branded limited-edition product drops to immersive fan experiences, we’re just getting started,” she says.
On the court, off the court
Beyond team partnerships, brands are amping up their WNBA crossovers in the tunnel, too. There’s been a media uptick in WNBA attention — with comparable fashion opportunities in the NBA and other sports leagues from the NFL to F1. There’s money to be made in off-court appearances. Players Dearica Hamby (Los Angeles Sparks) and Isabelle Harrison (New York Liberty) have each worn custom Nike Jordan outfits embellished with Swarovski crystals. (Swarovski swiftly released both looks.) Others lean into high luxury brands, such as Angel Reese in Chanel and Sabrina Ionescu’s Bottega Veneta bag, spotted in her tunnel walks.
“With visibility around women’s basketball growing, so is the popularity of its newest and rising stars,” says Corrigan. “WNBA athletes are integrating more into the fashion and pop culture world.” Reese — the most followed WNBA player, per EDITED, with 4.9 million Instagram followers — attended her second Met Gala this year wearing Thom Browne. Cameron Brink just made the rounds online for her cover of Players, the new sports-fashion magazine launched by Carine Roitfeld. Brink told the magazine: “I definitely don’t let basketball define me solely anymore.”
To date, the majority of player-brand tie-ups via official partnerships have been with traditional sports incumbents such as Nike and Adidas. This leaves a big opportunity for fashion and beauty, with options including league or team-wide deals and player-specific engagements. There’s value in both, experts say. “Team deals offer legitimacy and scale, like the Liberty x Fenty Beauty collab. Player partnerships can deliver richer narrative and depth — the heat around Caitlin Clark’s Wilson line bears that out,” Bentley says. “The smartest brands might be able to traverse both.”