Brands are strategically aligning themselves with women’s basketball, recognizing the sport’s potential in today’s marketplace. The partnerships forged by influential women in basketball, such as Candace Parker, A’ja Wilson, and Angel Reese, are clear indicators of how corporations can significantly enhance their brand exposure, position, profits, and influence by investing in women’s sports.

CANDACE PARKER AND ADIDAS

Candace Parker, after retiring, is “entering a new chapter as President of adidas Women’s Basketball,” which was power personified for me when I read today’s announcement in my inbox. She joins her TNT cohort, Shaquille O’Neal at Reebok, as another president of a sports apparel maker.   Her story is an inspiration to all aspiring athletes and business leaders.

“Stepping into this new leadership role is a deeply personal next step in my journey with adidas,” Candace Parker, President of adidas Women’s Basketball, said about her new position. “From high school to college to playing pro to now, this appointment by adidas symbolizes a shared commitment to making impactful change and setting new benchmarks for the future of women’s sports. It’s not just about products; it’s about fostering a movement focused on innovation, representation, and access.”

would be kind of dope if Candace Parker’s first move as pres of Adidas was to bring A’ja Wilson over from Nike and get her a signature shoe pic.twitter.com/0gIzOVwkDb

— Lyndsey D’Arcangelo (@darcangel21) May 8, 2024

“We are honored to be a part of Candace’s historic legacy as she transitions from signature athlete to this new leadership role within adidas Basketball,” Eric Wise, Global GM at adidas Basketball, stated. “As a true innovator with a profound passion for the game, we are confident that she is a perfect fit to evolve the adidas Women’s Basketball business and catalyze a new era of growth and credibility for the brand.”

The historic announcement continued, “Parker is set to play a pivotal role in building upon the brand’s storied women’s roster—which boasts all-stars like Aliyah Boston, Hailey Van Lith, Kahleah Copper, Aaliyah Edwards, Chelsea Gray, Betnijah Laney, Alysha Clark, Nneka Ogwumike, Chiney Ogwumike, and Erica Wheeler, among others. Rounding out her role, she’ll also be overseeing adidas Women’s Basketball products lines.

This role underscores the brand’s commitment to amplifying women in Basketball and its recognition of Candace’s enduring impact as a driver of change and advocate for the sport. A visionary both on and off the court, Parker once again shatters the glass ceiling as she heralds a new era of inclusive and transformative leadership in the sports industry.

Candace’s appointment to President of adidas Women’s Basketball is effective immediately.”   

Effective immediately, and take note. Black women in sports business efforts are wielding powerful swords – and, they’re bringing the money.

GATORADE INKS A’JA WILSON 

Let’s see. She’s the WNBA’s two-time MVP, Finals MVP, back-to-back league champion, Two-time Defensive Player of the Year, five-time WNBA all-star, gold medalist, and former league rookie of the year. Oh yeah, the Las Vegas Aces star is a best-selling author who won a national championship with Dawn Staley and the South Carolina Gamecocks.  

Many believe it was overdue for a well-known brand to “come to their senses” by partnering with the WNBA superstar, A’ja Wilson. Tuesday’s press releases featured Gatorade inking a deal with Wilson to become a brand ambassador like Zion Williamson, who is for the sports beverage maker.  

Wilson told SLAM Magazine: “That’s why I was so geeked when I got it [the Gatorade deal] because I’m like, I’ve been drinking this forever. Orange Gatorade will forever be my life. I love that. I love that flavor. It’s No. 1 for me. It really dates back to the high school days.” 

A little BTS…
xo @naomiosaka x @Reese10Angel pic.twitter.com/f0mIwyhL15

— Sha’Carri Richardson (@itsshacarri) May 7, 2024

ANGEL REESE

The Chicago Sky rookie forward Angel Reese joined a product campaign with world champion Sha’Carri Richardson and tennis star Naomi Osaka to promote the new Beats By Dre “Beats Solo 4” headphones.    

Angel Reese plans to gift her Sky teammates and coaches Beats headphones — and keep hooking them up with her endorsement deals throughout the year.

“Wherever they want to go, we going.” pic.twitter.com/LBA1lptBW3

— Julia Poe (@byjuliapoe) May 7, 2024

I’m seriously so glad Angel Reese gets to be coached by Teresa Weatherspoon. A perfect fit. pic.twitter.com/UCx91jBxe2

— Farrah Yvette (@farrah_yvette) May 8, 2024

She told Chicago media that she plans to give the headphones to her new teammates.

The game will be on Tuesday, Apr. 23, with a tip-off at 8:30 PM ET on NBA TV. Former NBA stars Jim Jackson and Dennis Scott will lead the announcing, with Jackson as the analyst and Scott as the reporter.