How important is unique merchandise to women's sports fans? “Rather than choosing between fashion and fandom, consumers increasingly expect both,” said Keri Lenker, the WNBA’s associate vice president of global partnerships and media. “Women are looking for products that are designed with them in mind — not simply adapted versions of existing products.” In 2024, Sports Innovation Lab and Klarna estimated that women's sports merch could represent $4B in annual revenue, but supply was not meeting demand. The tide is turning, though. 📲 LINK IN BIO TO READ MORE