Retailers in the US are stocking sports-related assortments especially for women.The vast majority of these products consist of T-shirts and jerseys. Women’s soccer products are flooding sporting goods retailers and department stores. Sporting goods retailers like Fanatics and Dick’s Sporting Goods are the top two stockistswith 255 and 129 products respectively. However, retailers like Walmart and Macy’s are breaking into the top five list too. This trend suggests that there’s demand for this product and retailers are capitalizing on it.
Female sports have always lacked the hype and recognition their male counterparts received, but times are changing. This decade has defined itself as an unprecedented time in female sports. There are more women in high level positions like head coaches and even owners of male dominated sports teams. Although there’s work to do, female sports are getting the praise they deserve.
Brands outside activewear are participating in different ways to champion this narrative. Retailers are stocking more sports-related assortments and aligning their drops around particular sporting events. This year, 2019, is proving to be the year of female sports setting records for some of the world’s most historical sports moments. Cori Coco Gauff become the youngest player to qualify for Wimbledon and the USA’s women’s soccer team won their second consecutive FIFA World Cup title.