Everyone watches women’s sports. Including Nike.
The sportswear giant and TOGETHXR are partnering on a merchandise collection featuring the now ubiquitous slogan championing women’s sports. The collection will include T-shirts, hoodies and baseball hats, and will be available through Nike and TOGETHXR as well as at Dick’s Sporting Goods.
‘TOGETHXR was created to amplify the voices of women athletes and to show the world that women’s sports are not just something to be watched, but something to be centered and invested in,’ Jessica Robertson, TOGETHXR’s chief content officer and co-founder, said in a release Friday.
‘This partnership with Nike allows us to take our mission to the next level,’ Robertson added. ‘We will not only create access to new and exciting products on a global scale, which we know women’s sports fans so greatly seek, but will also build a future where women’s sports receive the respect, resources and investment they truly deserve.”
Frustrated with the lack of coverage of women’s sports they saw throughout their respective careers, Sue Bird, Alex Morgan, Chloe Kim and Simone Manuel created TOGETHXR with Robertson in 2021. A commerce and media company, it was meant to amplify the stories and voices of women athletes, and offer merchandise that was missing in the mainstream market.
‘Everyone Watches Women’s Sports’ became TOGETHXR’s tagline, a rebuttal to the common refrain by naysayers who tried to dismiss the growing popularity of women’s sports. TOGETHXR began producing merchandise with the slogan in 2023, and it took off last year when South Carolina coach Dawn Staley wore one of the shirts during a game.
Jason Sudeikis was often seen in ‘Everyone Watches Women’s Sports’ gear as he sat courtside during last year’s NCAA tournament and WNBA season. Steph Curry, Shaq and actress Aubrey Plaza also were seen in gear with the slogan. ‘Everyone Watches Women’s Sports’ merchandise has already generated more than $6 million in revenue, TOGETHXR said, a number sure to grow under the new partnership.