The $4B Market Opp for Women's Sports

Dearest Athleisurist,

From run clubs to Sha’Carri Richardson.

From blokecore to Paige Bueckers in Gucci. 

From Venezia FC to Team USA. 

Sports shape culture. Sports shape business. Sports shape how we relate to one another, offline and online, every day. 

Athleisure is our look at ~*~ the intersection ~*~ of sports, technology and innovation, with particular attention paid to women’s sports, ofc.  

Our inaugural issue is inspired by WNBA tunnel fits — we’re exploring the vibey intersection of fashion and sports. We’re excited to be here with you, and please let us know what you love/like/hate and want to see more of!  

Love,

The Boys

Writers: Leanne & Candace 

BIZ OPP: The $4 Billion Market for Women’s Sports Merch

Just last month, Sports Innovation Lab released the RepHer: Revealing the Unmet Demand for Women’s Sports Merchandise report. The tea? Women’s sports merch is a $4B market opportunity, with huge unmet demand and untapped potential due to the disparities in availability and quality of women’s sports merch compared to men’s. Fire up the pitch decks babes. Bonus points if you get your merch on Paige Bueckers in highsnob. 

OLYMPIC COLLABS

The Paris 2024 Olympics are for sure runway coded, with several high-profile fashion collaborations and initiatives.

Major brands are taking center stage:

• Who wore it best? See some of the most fashion-forward team uniforms at the games.

• Less is always more: Skims hits Team USA.

• LVMH: Luxury giant LVMH is a premium sponsor, with brands like Louis Vuitton, Dior, and Berluti involved. Berluti will design Team France’s Opening Ceremony outfits, Moët Hennessy will supply champagne for celebrations, and Chaumet will create the medals. C’est chic. 

• Vogue World: Paris: In collaboration with Condé Nast, the FHCM will host Anna Wintour’s “Vogue World” events in Paris.

• Team USA x Ralph Lauren: Ralph Lauren continues its tradition of designing the uniforms for Team USA, maintaining a classic Americana style.

• Team Canada x Lululemon: Lululemon is providing practical yet stylish designs for Team Canada.

• Innovative Collaborations: Other notable collaborations include Ben Sherman for Team Great Britain, Le Coq Sportif for the French team, and Actively Black for Nigeria.

Fashion  🤝 sports. Fan experience and profits. 📈

#LongRead: Venezia FC’s Big Bet On Kits

Venezia FC is a small soccer club from Venice, Italy that leveraged fashion to redefine its identity and reach a global audience.

For those not familiar with European soccer, clubs compete in different tiers or leagues. Venezia FC played in Serie B, Italy’s second division—think of it like the minor leagues in baseball. In 2021, they achieved the dream of promotion to Serie A, the top tier, akin to moving up to the majors. This promotion in 2021 was significant, putting them on a larger stage both in Italy and globally. 

This was their moment to shine, and they took advantage of it. Collaborating with New York’s creative agency Fly Nowhere, the club unveiled a series of kits that blended Venetian aesthetics with contemporary design, creating a buzz in both football and fashion circles.

What makes Venezia FC’s success particularly remarkable is the club’s modest stature:

• Lack of Major Sporting Success: The club has no recent history of major sporting success.

• Lower Division Team: They have not had a sustained period playing in the top division (Serie A), so play predominantly in a league without any major status.

• No Star Players: Their squad lacks internationally recognized star players.

• Small Stadium: Their home stadium, Pier Luigi Penzo, has a capacity of just 11,150 seats, which is small compared to other clubs in higher divisions.

Despite these factors, Venezia FC’s impact in the fashion world has been significant:

• Rapid Sell-Outs: Their 2021/22 home kit sold out within hours of its release, and the limited edition “Acqua Alta” kit sold out in just 23 minutes.

• High Rankings in Sales: Venezia FC has consistently ranked among the best-selling clubs on Kitbag, a major online retailer of football merchandise, outperforming many larger, more successful clubs.

Why It Works

• Stand Out in a Crowded Market: In a world dominated by major league teams, Venezia FC has carved out a unique space by focusing on high-fashion designs.

• Embrace Local Roots: Drawing inspiration from Venice itself, these kits resonate with both locals and global fashion enthusiasts.

• Fashion as an Engagement Tool: These aren’t just soccer jerseys; they’re fashion statements. Fans are wearing them to games, cafes, and Instagram selfies, driving organic buzz.

• Revenue Goldmine: For a smaller club, these high-demand kits provide a significant income stream, rivaling the big shots.

The Takeaway

Fashion is more than just a style statement, it’s now an important part for clubs, teams and players (especially the smaller ones), to build community, engage fans, and drive revenue. Venezia FC proves that innovation isn’t just about new technology; it’s about understanding what people want and delivering it in a way that feels fresh and exciting. By tapping into the cultural pulse and leveraging fashion, sports clubs can transcend their on-field performances and become global lifestyle brands.

HOT LINKS

• Girls got grills. 

• Nike's Paris Olympics Uniforms: Nike unveiled the athleticwear for several countries participating in the 2024 Paris Olympics (Vogue)​.

• Seattle Sounders FC Tech Ownership: Seattle Sounders FC added tech heavyweights to its ownership group, integrating more technological advancements into the club​ (GeekWire)​.

• Sports Illustrated Swimsuit Issue 2024: The launch of the 2024 Sports Illustrated Swimsuit Issue highlighted this intersection of sports, fashion, and culture​ (Sports Illustrated)​.

• Mubadala Capital and SailGP: Mubadala Capital announced a strategic investment to acquire SailGP's first-ever South American team, showcasing how investment in sports is expanding globally​ (Eye of Riyadh)​.

• Workout. Earn points. Coming Soon (Receipts)

• Game Face, our very own Candace writes for Futurecommerce on: How Beauty Brands Are Scoring Big with Women's Sports.