(Gist Sports, The)

The GIST: The WNBA has come a long way from basketball’s problematic dress code and gendered expectations, finally allowing players the freedom to wear what they want. Women’s sports leagues are leaning into this now more than ever thanks to increased exposure, which makes athletes worthwhile investments for luxury brands. It’s her time to shine.

The 2024 WNBA Draft: Fashion won big on the “orange carpet” at this year’s draft. Angel Reese was dressed by Vogue editor Naomi Elizee, while Caitlin Clark made basketball (fashion) history as the first NBA or WNBA athlete to be decked out in Prada, furthering the Italian luxury brand’s foray into women’s sports after outfitting China’s 2023 FIFA Women’s World Cup squad.

The context: The connection between sports and fashion has been recently deepened by male athletes as they opt for designer pre-game looks, but the area is still ripe for development in women’s sports. Women are responsible for 85% of luxury purchases, and targeting fans of women’s sports through its top athletes could help reach the new, younger demographics dominating the market.

The partnerships: Some companies are already trying to tap into this opportunity — WNBA partner Google helped create a tool that allows fans to search items in players’ pre-game ‘fits, Nike created its own fashion week in Paris last week, and the WNBA just forged a collaboration with luxury watchmaker Tissot and the league’s basketball provider Wilson.

• Tissot CEO Sylvain Dolla told The GIST last week that the 171-year-old Swiss watch brand has seen its biggest growth in the past five years from Gen Z, which he believes is linked to its partnership with the NBA and WNBA and the generation’s high interest in basketball.

Zooming out: The Tissot product partnership and Prada’s work with Clark are likely the first of many moves from luxury brands to capitalize on the iconic hype of this draft class, especially as they bring influencer experience to the W. She’s a fashion killa.

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