Rising Tide 🦈 September 30, 2025

Caitlin Clark's draft night jersey became the highest-selling WNBA jersey in Fanatics history. 

Angel Reese's Reebok collection sold out within minutes.

And a report from Klarna and The Sports Innovation Lab revealed that women’s sports fans made more purchases per year than men’s sports fans.

Meanwhile, somewhere in a boardroom, an executive is still asking, "But is there really demand for women's sports merchandise?"

The answer is yes… and the gap between what's happening and what decision-makers believe is costing companies millions. 

Our Deep Blue co-founder and CEO Laura Correnti breaks down exactly why the $6 billion women's sports apparel market has moved from "nice-to-have" to business-critical, and what smart brands are doing about it.

Don’t just want to watch market opportunities unfold? Want to capitalize on them instead? 

👇 Keep reading.

🤿 Below the Surface

Here's what's on deck this week:

• Signal Strength: Don’t miss this $6B opportunity

• In the Current: Next-gen fans + next-level funding

• Blue Zone: Deep Blue will be on the speaking circuit next week in NYC – join us!

• Shark Bite: Rock-solid wisdom from Zales president

⚡️ Signal Strength  

How to Win the $6B Market That's Already Made Its Buying Decisions

Think of women's sports merchandise like prime real estate in Manhattan circa 1980.

Everyone knows it's valuable, but most are still treating it like a side bet instead of the main investment. Laura Correnti has watched this market explode from $4 billion to $6 billion in just two years. 

"The demand isn't emerging,” our CEO says. “It's been here all along, systematically ignored.”

By the numbers

• 79% of fans would buy more women's sports merchandise if options existed

• 60% couldn't find what they wanted to purchase

• 9 pieces of men's merchandise for every 1 women's piece in current inventory ratio 

• $6 billion opportunity (up from $4B in two years) 

• 67% of women's sports fans purchase merchandise without attending live games

How the traditional playbooks fails: The “shrink it and pink it” strategy is dead on arrival. Women’s sports fans aren’t looking for feminized versions of men’s products. They want authentic engagement and quality merchandise that reflects their passion.

What smart brands are doing: Treat women athletes like the business drivers they are.

Nike's approach with Sabrina Ionescu's signature line proves the point. The Sabrina 1 sneaker saw a 707% increase in StockX sales in 2024 compared to 2023.  Cash App’s collab with Playa Society, a women’s basketball lifestyle brand, proves that fintech companies can score big by investing in women’s sports too. And let’s not forget Angel Reese. Her signature Reebok shoe sold out in minutes, showing that when you build it (authentically) for this audience, they will come…and buy. 

But you don't need to be in the apparel business to win here. Ally Financial’s collaboration with designer Jocelyn Hu created 50 hand-stitched "Walking Bucket" hats that generated seven figures in earned media coverage including being featured in AdWeek and Sports Business Journal, proving limited drops can drive buzz.

The common thread here is that all these brands invested in authentic partnerships that showcase personalities alongside performance. These are profitable business decisions backed by real consumer demand.

What it takes to win: Think of entering this market like opening a restaurant. You wouldn't stock half-empty shelves and wonder why customers leave hungry.

Here's what actually works:

→ Stock like you mean it: Order inventory that matches real demand, not whatever's left in the experimental budget

→ Go beyond the obvious: Fans want more than jerseys. Think lifestyle pieces, accessories, gear they'll actually wear year round

→ Partner with purpose: Work directly with athletes to create products that reflect who they are, not just slap logos on existing designs

Bottom line: The women's sports apparel market has already made its buying decisions. This is a $6 billion opportunity that's already buying—just not from you. The only question left is whether your brand wants to be on the receiving end of those transactions.

Dive deeper into the data. Check out Laura's article here for her full breakdown and analysis on this lucrative billion-dollar market.

📰 In the Current  

We monitor the current so you can ride the wave. Here's what you need to know this week:

• New research identifies shows boys under 18 watching the WNBA has jumped 130% in four years

• LA Sparks announce $150M performance facility to open ahead of the 2027 WNBA season

• Mercury 13 expands multi-club ownership portfolio buys Bristol City in WSL in UK

• Family offices now rank both established and emerging women's sports leagues in their top 10 investment targets, according to Boardroom

The smart money isn't just watching anymore. It's moving.

🦈 Blue Zone  

Deep Blue will be on the speaking circuit next week in NYC:

NASDAQ's Economic Opportunity Summit closes Monday 10/6 with Laura Correnti and WNBA legend Sue Bird delivering the keynote at 5:30pm. Register here.

Laura also takes the Creativity Stage at Advertising Week (Wednesday 10/8, 3:30pm) for a breaking news announcement alongside industry partners. Join us!

But wait, there's more...

• New Courtside Episode: Catch Cori Close on the latest Courtside with Laura Correnti episode ahead of the 2025-2026 season. As UCLA’s Women’s Basketball Head Coach, she dishes on "broom-shovel leadership" and what it really takes to build a championship culture. 

• Must-Watch Streaming: If you're not tuning into The Fastest Six Weeks, you're missing out on a front row seat to the most electrifying moments in sports. Catch it now, only on Roku.
  

🌊 Shark Bite

“Our customers are owning their stories every day. Partnering with TOGETHXR and Flau’jae lets us honor a generation of women who are breaking molds, rewriting rules, and authentically owning who they are.” - Kecia Caffie, President of Zales

Keep building partnerships that go the distance. The checkered flag is waiting!

- Deep Blue Sports + Entertainment

Interested in learning what Deep Blue is up to? Have an idea? 
Reach us at [email protected].