Flava Flav encourages brands to close the gender gap in sports after President Trump’s hockey debacle

The GIST: Things happen fast when you’re rapper Flava Flav. The ‘90s icon is known for his avid women’s sports fandom after supporting athletes during Paris 2024. Initially a fan of the Team USA women’s water polo team, Flav extended his endorsement to many more athletes, and the same happened at the Winter Olympics.

• What began as pushback against President Trump’s demeaning “invitation” has snowballed into Flav hosting what he’s calling the “She Got Game” weekend in Las Vegas for all U.S. Olympic and Paralympic women athletes. When personalities create pop culture moments, smart brands can add something meaningful to the moment. Clock it.

The pivot: On Monday, Flav said he’d be happy to host the U.S. women’s hockey team in Las Vegas and celebrate them properly. Flav also invited the skeleton and bobsled teams he championed at the Games, and in collaboration with The GIST on Tuesday, extended the invitation to all Team USA women Olympians and Paralympians who earned medals at Milano Cortina 2026.

• Flav also signaled opportunities for hospitality and travel brands to help make it possible with sponsored travel. “I’m sure I can get a hotel and airline to help me out here and celebrate these women for real for real,” he wrote on X.

The response: Flav called out some brands and sectors that responded happily, but many more saw the opportunity and volunteered their services. After offering services as a media partner, The GIST worked with StubHub and Flav to amplify the event. Alaska Airlines offered to cover air travel, while various brands like Michael’s, Opi, Belk, and Amika are finding ways to pitch in.

• The idea has already landed plenty of local support. The city of Las Vegas was thrilled and tagged in MGM Resorts, Caesar’s Palace, and Harrah’s to participate. Palms Casino Resort also entered the chat to pledge its support, while Allegiant Stadium and T-Mobile Arena offered to host events.

Zooming out: In the comments, fans are praising Flav and brands that are supporting women athletes, which is backed by data that fans notice companies in the space and respond to them more favorably.

• While it’s great to support Flav and cosign what he’s doing, savvy brands can single out similar opportunities as they arise. After Tiger Woods made a sexist joke about using a tampon in February 2023, The GIST launched a campaign to donate period products for each of his strokes at the 2023 Masters. A stroke of genius.