WNBA, NWSL seeing boosts in merch sales and product development
The GIST: The business of women’s sports is exploding across the board, including for merchandise, which women’s sports fans are 1.5x more likely to buy. Supporters are lining up to buy expanded merch options, which is presenting tricky logistical issues for manufacturers. Here are some current examples showing how supply doesn’t meet demand.
⏱️ Caitlin Clark Indiana Fever jerseys sold out in two days, but won’t ship until August. The WNBA season wraps in September, meaning fans could miss most of Clark’s rookie season without her jersey. It’s the latest production-related debacle for Fanatics and Nike, and the lag could dissuade future consumers from buying — even though the high demand is no surprise.
⭐ After 12 years, the NWSL finally made goalkeeper jerseys available for purchase as part of a league-wide kit rebrand. Fans have been asking since the league’s inception, and their addition in pro shops signifies the league’s prosperity. It’s also a smart play following the outcry during the 2023 FIFA Women’s World Cup when Nike, Adidas, and Puma initially didn’t offer goalkeeper kits.
- Chicago Red Stars goalie Alyssa Naeher’s jersey sold out in under three hours, replicating the trend seen with Manchester United keeper Mary Earps. After Earps fans campaigned for her England national team jersey, Nike finally offered them in a botched rollout that saw the jerseys sellout instantly — twice. Same old story.
⚡ The NWSL isn’t the only league getting refitted: so is the WNBA. Six teams are offering a new-look Rebel Edition jersey, which is reminiscent of the NBA’s City Edition and MLB’s City Connect uniforms, which feature intricate designs highlighting each team’s connection to its locale. They put on for their city.
