Women athletes continue to drive culture

The GIST: Add Althea Glitterson to the list after WTA world No. 24 Naomi Osaka debuted her fourth bedazzled Labubu at the US Open yesterday. The Grand Slam, already known for its “cool factor” was the perfect backdrop for Osaka, who has made the tennis court her runway and accessorized with the trendiest dolls on the market: Labubus.

• Labubus are having a cultural moment, and women athletes like Osaka are leaning in, pointing to a much larger trend of women’s sports acting as a culture indicator. That’s that cool girl aesthetic.

The product: Equal parts scary and cute, Chinese toy maker Popmart’s Labubus are plush toys that can be customized, collected, and used as fashion accessories. And people are obsessed — Pop Mart reported $425M in revenue from Labubus last year, a whopping 726% increase from 2023.

• The appeal of the dolls is two-pronged: mystery and scarcity. Labubus are purchased in blind boxes, meaning consumers don’t know which one they’ll receive, ultimately ensuring that uncommon “secret” Labubus are all the more coveted. The result? This rare doll selling for more than $10K on the secondary market. Cha-ching.

The trend: Labubus are everywhere, and women athletes are at the forefront of the movement, whether it’s soccer superstar Trinity Rodman joining the fold, the inimitable Simone Biles’ viral Labubu poll, or known Labubu aficionado Breanna Stewart, who customized a roster of dolls for her NY Liberty teammates.

Zooming out: All to say, Labubus are cool — but that “cool factor” is more than just a cultural statement; it’s what drives profit. According to a 2022 study, company coolness directly correlates to brand love and engagement. And nothing is cooler in today’s media landscape than authenticity, something women athletes are exceptional at.

• Another place women athletes thrive? Being on the cutting edge of culture. Whether it’s the Labubu trend, showing off their runway-ready tunnel fits, or the explosive popularity of women’s basketball shoes, women athletes are cultural icons, shaping society one authentic TikTok at a time. Mic drop.