It Was All Bros 10 Years Ago. Not Anymore.
I just watched a woman send a 90-foot jump at Hardline Wales that would terrify most humans. Here's why brands should pay attention.
Women's sports is now a $1 billion market and growing 300% faster than men's. We hear a lot about the growth and dollars in team sports, but don’t forget to look beyond the pitch to the trails. There’s a lot to be excited about there too.
The old playbook is dead.
Surfing in the 90s, my friend and I were often the only women in the lineup. Mountain biking in the 10’s it was rare to see another woman on the trail. Women's action sports barely existed as a category. Fast forward to today: Red Bull events showcase women sending backflips on mountain bikes. Nike's women's division just hit $8 billion. Patagonia's female athlete partnerships drive 40% of their social engagement.
What's changed? Women athletes aren't just competing—they're building communities. Events like Hangtime by Hannah Bergemann look beyond competition; creating a movement where women support each other to go bigger, the camaraderie is incredible to watch. That community energy is reshaping the perception of who belongs on the trails, in the water, and on the snow —brands have a role in that change as well.
The brands winning right now:
Red Bull - investing in women's progression, not just podium moments
Patagonia - featuring real female athletes, real stories, authentic partnerships
Niche Brands – with founders supporting authentic participation & community, not just campaigns (check out Gritty Habits and Shredly)
The brands losing: Anyone still treating women's sports as an afterthought or women athletes as checkbox.
The reminder for marketers: Women's sports audiences aren't just buying products—they're buying into communities and values. They can spot performative support from miles away, but they'll champion brands that authentically invest in the journey.
If you want to reach athletes and your brand isn't genuinely investing in women's sports now, you're missing a billion-dollar opportunity that's only getting bigger. But don’t just invest in women’s sport for the revenue, act with heart, act with authenticity and be part of the community progressing the world of sport, be part of the revolution.
Whatcom Mountain Bike Coalition, Whatcom Worlds Women’s Race - girls division. 2025
#WomenInSports #Marketing #SportsMarketing #MountainBike #WMBC #HardlineWales