How Women’s Sports Are Revolutionizing Fashion and Beauty

Women's sports are emerging as the ultimate power play for fashion and beauty brands. The court, field, and track have become runways, and athletes are the new supermodels, bringing performance and panache to a whole new level. “More female athletes are taking ownership of their partnerships, co-designing fashion lines, launching wellness products, and even securing equity in brands. This shift ensures long-term benefits for both parties, as athletes move from endorsers to business collaborators.” Explains Stephania Schirru, CEO and founder of Dynamically Branded, a PR firm serving the fashion, lifestyle, and athletic industry.

Sephora's recent partnership with Unrivaled, the new 3-on-3 professional basketball league, is a perfect example of this trend. The beauty giant is not just courtside—it's in the locker room, providing a curated selection of products for the players' glam needs. This collaboration goes beyond mere makeup. Sephora's branding will be prominently featured in on-court signage and the player arrival hall, ensuring that every time an outfit goes viral, the Sephora logo is front and center. It's a slam dunk for both fashion and beauty visibility. Schirru says “Ultimately, these partnerships help non-traditional brands break into the lucrative sports market while offering female athletes new revenue streams and opportunities to expand their influence beyond athletics.”

It's not just new leagues making waves. The WNBA and NWSL have seen significant increases in sponsorship deals, growing at a rate almost 50% faster than major men's pro leagues. Brands like Ally Financial, Nike, and Gatorade are all in, recognizing the power of women's sports to connect with diverse and engaged audiences.

Stephania Schirru, Ceo & Founder of Dynamically Branded

A'ja Wilson, WNBA superstar, recently dropped her signature pink basketball shoe, A’One, alongside apparel that resonates beyond the court. Her hoodie with satin lining to protect hair struck a chord with women everywhere, not just athletes. This move exemplifies how female athletes are designing products that blend performance with everyday needs. The PR and marketing expert, Stephania Schirru further shares “Sports brands are designing performance gear specifically for female athletes, addressing the long-overdue need for better-fitting and high-performance apparel.”

The fashion industry is also taking note. Luxury brands like Louis Vuitton and Gucci are collaborating with athletes, creating collections that merge high-performance with high fashion. These partnerships are a two-way street, allowing brands to tap into new audiences while athletes expand their influence into lifestyle and fashion industries.

Social media has become the new frontier for these collaborations. Platforms like Instagram and TikTok allow athletes to showcase their personalities and connect directly with fans. Naomi Osaka and Angel Reese have masterfully leveraged these platforms to control their narratives and attract brand partnerships. Schirru explains, “Media platforms such as Bleechr Report, ESPN, and House of Highlights created the female version of their social media accounts just to cover women's sports. Social media allows female athletes to interact with their fan base in real time, creating a deeper sense of community. Engaged audiences translate into higher brand loyalty, making these athletes more valuable to companies looking to build meaningful consumer relationships. Many female athletes are now using their digital presence to launch personal brands, fashion lines, and wellness products.” With athletes becoming entrepreneurs and brands recognizing the power of female sports, we're witnessing a transformation that goes beyond the game. It's a win-win situation where style meets substance, and everyone's keeping score