Fashion's Missed Shot: The Potential of Women's Sportswear

Megan Rapinoe's cleats from the 2019 FIFA Women’s World Cup final are now part of the National Museum of American History. In 2019, women's sports received less than 1% of global sports sponsorships, according to Sports Business Journal. Today, the landscape is shifting, yet the fashion industry has not fully tapped into this growing sector.

The Bank of America recently highlighted the projected growth of women’s sports for the 2024–25 season, emphasizing a market long neglected by major fashion brands. Women's sports have seen consistent audience growth; for instance, the UEFA Women’s EURO 2022 attracted over 365 million viewers, a 250% increase from 2017. However, fashion sponsorships and product innovation still primarily focus on men’s sports. The broader athleisure market is expanding, with McKinsey forecasting a 6.7% CAGR from 2022 to 2026, yet offerings tailored specifically for women are limited.

Smaller brands like IVL Collective and Sweaty Betty are making strides in stylish activewear that meets women's functional and aesthetic preferences. However, these brands often lack resources for high-profile endorsements. Historically, giants like Nike and Adidas have dominated the sector by heavily investing in male athletes. Their campaigns for women athletes, while occasionally celebrated, often appear as isolated marketing efforts. Nike's 2019 uniforms for the US Women’s National Soccer Team were praised but accounted for less than 2% of the company’s revenue that year.

These disparities are notable given the evolving dynamics of women's sports. Athletes like Serena Williams and Naomi Osaka influence beyond the court, with Osaka launching her own label in collaboration with Adeam. These moves reflect a growing consumer demand for sports-fashion hybrids that embody individuality.

Fashion can stand out through innovative product design. Before the 21st century, women's tailored sportswear was often just downgraded versions of men's styles. Today, brands like Under Armour use data-driven design, such as Iso-Chill fabric technology, to meet female athletes' specific needs. However, many advancements still cater to the general activewear market rather than focusing on professional women athletes.

Cultural representation is another critical aspect. The intersection of sports and fashion has been most visible through sneakers, with collaborations like Air Jordans shaping streetwear culture. Yet, women’s sportswear collaborations rarely achieve similar status. The Serena-designed Nike Flare tennis shoes are a rare exception, often perceived as niche products. A cultural shift is necessary, where investment in women’s sportswear becomes part of a brand's core identity.

Sponsorship opportunities also represent an untapped market. While global sponsorship revenues in men’s sports reached $80 billion annually as of 2025, women’s sports remain underfunded. Brands can benefit from sponsoring teams or athletes and creating tailored capsule collections that reflect these sponsorships. Partnerships could extend to university-level women’s sports, such as NCAA basketball, which has seen increased viewership—last year’s championship game drew 9.9 million viewers, a record.

The challenge for established fashion houses is to reconcile profitability with purpose. Caroline White, a sportswear historian at London College of Fashion, states, "The potential here is not merely financial; it’s cultural. To support women’s sports is to participate in reshaping global perceptions of power and identity. And fashion, with its visual and symbolic potency, is uniquely equipped to contribute."

Despite this potential, skepticism persists. The Bank of America data indicates that sectors like food and beverage, technology, and healthcare dominate women’s sports sponsorships. Fashion brands may hesitate due to sluggish sales in broader apparel markets; for instance, US footwear sales grew by only 1% in Q1 2026. This conservative outlook risks overlooking emerging consumer priorities. Younger demographics, especially Gen Z, value alignment between brand ethos and social impact. By investing in women's sportswear, brands can authentically connect with this audience.

The intersection of fashion and women’s sports offers transformative potential. It challenges brands to rethink product innovation and campaign messaging, ensuring relevance as cultural tides shift. The question remains: which brand will lead this revolution? Will it be a major player with existing infrastructure or an agile newcomer free from legacy constraints? For now, the ball is in fashion’s court.