Women-centric athleisure brand Athleta is leaning further into its brand identity with its long-running Power of She campaign. In its current form, the messaging has crystallized into centering inspirational Olympic and Paralympic women athletes as brand ambassadors, giving Gen Alpha consumers something to aspire to.

The glitz, the celebs, the ’fits — there’s nothing quite like the Olympics Opening Ceremony. Here’s what to expect from what’s bound to be an epic display in Paris.

Canada Soccer’s drone scandal escalated yesterday with a jaw-dropping TSN report that staff members and contractors from both CanWNT and CanMNT have used drones to spy on other teams for years, including during CanWNT’s gold medal run at the 2020 Tokyo Olympics. Canada Soccer has since suspended CanWNT head coach Bev Priestman, citing “additional information” about drone use prior to the Paris Olympics. Shocking doesn’t even begin to cover it.

The Olympic Opening Ceremony doesn’t sail down the Seine until tomorrow, but the women’s soccer tourney kicks off in just a few hours. Always ahead of the game.

We’re coming in hot with another Olympic Special Edition — this time, with everything you need to know about the new (and new-ish) sports gracing the Paris 2024 Games.

The No. 5 USWNT’s journey back to the Olympic podium began with a comfortable 3–0 win over No. 64 Zambia yesterday, a dominant three-point showing from start to finish. That’s more like it.

Two women and one man got the call-up as Team USA goes for gold

The No. 5 USWNT begin their Olympic revenge tour tomorrow, taking on No. 64 Zambia at 3 p.m. ET, so here’s a deep dive on the red, white, and blue.

Women’s soccer players have been featured in primetime more than ever this year — and no, we’re not just talking about the matches on TV. Many active and retired women’s soccer stars are going from the pitch to the mic as they’re increasingly seen as assets in the media game.

This year’s WNBA All-Star Weekend (ASW) became an epicenter for women’s basketball culture like never before, and it was more than just brands (and celebs) showing up at the marquee event. As expected, fans tuned in on TV, which sponsors anticipated and prepped for with numerous ASW activations.

In preparation for the biggest two weeks in international sport, we’re coming at you with a three-part Olympic primer, starting with today’s overview of the Games.

From French class to actual France