Dick’s Sporting Goods has become an official retail partner of the WNBA. As part of the deal, Dick’s will sell WNBA merchandise, including jerseys. The sporting goods retailer has made it a priority in recent years to support female athletes, both professional and amateur. Through donations, ad campaigns, and partnerships, Dick’s is working hard to convey a new emphasis on women in sports.
Though sports brands and retailers historically overlooked the opportunity in the women’s market, that has changed in recent years: Under Armour struck a deal a few years ago with Kohl’s to reach more women, while Nike has made a bigger push for the women’s market as well.