Women in Sports Are Crushing It—Here's How
Female Athletes Are Changing Sports Like Never Before
Female athletes are dominating sports today in ways we've never seen before. From record-breaking viewership to multimillion-dollar endorsement deals, women in sports are crushing attendance records, changing entire leagues, and redefining what it means to be an influential athlete.
Key Female Athletes Leading the Charge:
- Caitlin Clark - Boosting WNBA attendance by 105% and sparking a 200% jump in viewership
- Simone Biles - Most decorated gymnast with 11 Olympic medals and mental health advocacy
- Angel Reese - Most-followed WNBA player on Instagram with entrepreneurship ventures
- Coco Gauff - 2023 US Open champion using platform for natural hair advocacy
- A'Ja Wilson - New York Times bestselling author of "Dear Black Girls"
- Alexia Putellas - Spanish Midfielder / forward for Liga F Sofccer (Futbol) club in Barcelona Spain, which she captains
The numbers tell an incredible story. Caitlin Clark's presence alone has led to a 1,193% increase in team uniform sales year-over-year. Sabrina Ionescu's signature shoe is now the second most worn sneaker in the NBA. These aren't just athletes - they're cultural forces reshaping business, fashion, and social conversations.
This shift builds on decades of groundbreaking work by legends like Billie Jean King, Serena and Venus Williams, Lindsey Vonn, Katie Ledecky, Mia Hamm, Jackie Joyner-Kersee, Babe Didrikson Zaharias (among so many more). Today's stars are standing on those shoulders while blazing entirely new trails in sports marketing, social media influence, and athlete advocacy.
I'm Josh Key from SHIELD Health & Fitness. Our team has worked with athletes of all ages, shapes, sizes, competitive levels, and we have witnessed first-hand how female athletes are pushing boundaries both on and off the field in new ways in this modern era of sport. The growth and evolution of female athletics represents a progression and an acceleration of competitive performance, physical performance, and focus on pushing sports forward.
The New Wave of Dominant Female Athletes
We're witnessing something truly special in sports today. A new generation of female athletes isn't just winning games – they're completely changing how we think about sports, business, and cultural influence. These women are writing their own rules and proving that athletic excellence can spark movements far beyond any playing field.
Caitlin Clark: The Record-Breaker Redefining a League
If you haven't heard of Caitlin Clark yet, you've probably been living under a rock. This young woman has single-handedly changed women's basketball in ways nobody saw coming. What people now call the 'Caitlin Clark Effect' is reshaping an entire league.
Let's talk numbers, because they're absolutely wild. When Clark plays, WNBA attendance jumps by 105%. Road games featuring her Indiana Fever see an 87% boost in opponent home attendance – that means fans are literally traveling to watch her play against their own teams. Her rookie debut sparked a 200% jump in WNBA viewership, and the Fever's home games drew 186,000 fans last season, a jaw-dropping 265% increase from the year before.
But here's the kicker – Clark's jersey sales exploded by 1,193% year-over-year. Yes, you read that right. Over one thousand percent. Nike even gave her a signature shoe deal, something that would have been unthinkable for a WNBA rookie just a few years ago.
Clark's mainstream appeal goes way beyond her incredible shooting range. She's bringing new fans to women's basketball who never watched before. Her personality shines through every interview, and her competitive fire is infectious. She's not just playing basketball – she's creating a cultural moment.
Of course, all that intensity on the court requires serious preparation. While Clark is famous for those deep three-pointers, smart athletes know that protecting your foundation is crucial. Whether you're dominating on the hardwood or hitting the soccer pitch, learning how to tape ankles for soccer can make all the difference. We also offer comprehensive basketball taping solutions for athletes who want to stay in the game.
Simone Biles: The GOAT Who Prioritized Athlete Well-Being
When we talk about greatness in gymnastics, there's Simone Biles, and then there's everyone else. With 11 Olympic medals and 23 World Championship and Olympic gold medals, she's redefined what's possible in her sport. She's so good that judges literally can't figure out how to score some of her moves fairly.
Take her Yurchenko double pike – a move deemed too dangerous to score fairly. Think about that for a second. She's performing skills that are beyond what the sport's scoring system can even handle. That's not just excellence; that's operating on a completely different level.
But here's what makes Biles truly – she changed the conversation around mental health in sports forever. When she withdrew from several events at the Tokyo Olympics to focus on her mental well-being, she sent shockwaves through the sports world. She was dealing with the "twisties," a dangerous mental block that causes gymnasts to lose spatial awareness mid-air.
By choosing her health over medals on the world's biggest stage, Biles did something incredibly brave. She challenged the toxic "win at all costs" mentality that has dominated sports for decades. Her decision gave other athletes permission to prioritize their well-being too. She proved that true strength sometimes means knowing when to step back.
Biles didn't just change gymnastics – she changed how we think about athlete safety and mental health across all sports. That's the mark of a true champion. Speaking of athlete safety, we know how crucial proper support is for gymnasts at every level. That's why we offer specialized athletic tape for gymnastics to help athletes perform with confidence.
Angel Reese & A'Ja Wilson: Voices for a Generation
The WNBA rivalry between Angel Reese and A'Ja Wilson is electric, but what they're doing off the court is even more impressive. These two female athletes are using their platforms to create real change in their communities and beyond.
Angel Reese, aka "Bayou Barbie," has become a social media powerhouse. She's the most-followed WNBA player on Instagram, and it's easy to see why. Her personality is magnetic, and she's not afraid to show who she really is. But Reese isn't just about social media fame – she's building a business empire. She's a part-owner of DC Power FC in the USL Super League, and she competed in the inaugural Unrivaled season. Word is her first signature shoe drops in 2026, which shows just how much commercial power she's building.
A'Ja Wilson is equally impressive in her own way. She won the Dawn Staley Community Leadership Award for her incredible impact beyond basketball. In 2024, she became a New York Times bestselling author with her book "Dear Black Girls," using her platform to inspire and empower young women. Wilson is also a fierce advocate for pay equity in sports, never shying away from tough conversations about fairness and representation.
Both women represent something powerful – athletes who refuse to just "shut up and play." They're voices for their generation, tackling social issues head-on and showing young people that success means more than just winning games. While we focus on basketball support, our products work across sports. Check out our volleyball taping solutions for athletes who need reliable support in multiple sports.
Coco Gauff & Sha'Carri Richardson: Style, Speed, and Substance
Coco Gauff and Sha'Carri Richardson prove that today's female athletes can have it all – incredible talent, distinctive style, and meaningful messages that resonate far beyond sports.
Gauff exploded onto the tennis scene and hasn't looked back. Her 2023 US Open victory was just the beginning – she followed it up with a 2024 WTA Finals win. But what makes Gauff special isn't just her forehand. She's become a powerful advocate for natural hair acceptance through her partnership with Carol's Daughter. In a sport that has historically pushed athletes toward conformity, Gauff is celebrating authenticity and encouraging young women to accept who they are.
Sha'Carri Richardson's story is all about resilience and authenticity. After heartbreak at the Tokyo Olympics, she could have disappeared. Instead, she came back stronger, winning gold at both the 2023 World Championships and 2024 Olympics. Richardson refuses to fit into anyone else's mold – her fiery orange hair and vibrant personality make her as much a fashion icon as a track star.
Both women represent a new era of athletes who won't be boxed in by outdated expectations. They're proving you can be serious about your sport while celebrating your individuality. Whether you're sprinting on the track or diving for a ball on various surfaces, proper protection matters. Learn more about our turf burn protection to keep performing at your peak.
Beyond the Arena: The Business and Cultural Impact
Today's female athletes aren't just dominating on the court, field, or track. They're building business empires, starting important conversations, and creating change that reaches far beyond their sports. Their influence now extends into boardrooms, fashion runways, and community centers across the country.
The Cultural and Business Impact of Today's Female Athletes
The money side of sports has completely changed, especially with Name, Image, and Likeness (NIL) deals that let college athletes cash in on their fame. And wow, are these women making the most of it.
Take Paige Bueckers - she made history as Nike's first NIL athlete of any gender to get her own Player Edition shoe. But here's what I love about her: she didn't just take care of herself. She helped three of her teammates land deals with beauty brand Madison Reed. That's the kind of leadership that lifts everyone up.
JuJu Watkins is another perfect example of this new era. She secured one of the richest shoe deals in women's basketball history with Nike. Little girls everywhere are copying her signature bun hairstyle, which honestly just melts my heart. She's not the future of women's sports - she's the right now.
But perhaps the most mind-blowing crossover success belongs to Sabrina Ionescu. Her signature shoe, the Sabrina 2, is now the second most worn sneaker in the NBA - not just the WNBA, but the men's league too. According to KixStats.com, this kind of crossover appeal was unthinkable just a few years ago.
These athletes are becoming entrepreneurs, investors, and cultural icons. They're breaking into streetwear, launching their own brands, and connecting with audiences in ways that make them incredibly valuable business partners. The numbers don't lie - brands are paying attention and paying big.
We're excited to support this incredible growth in sports. For businesses looking to be part of this movement, we offer wholesale accounts to help supply high-quality, American-made athletic products to this expanding market.
Using the Platform for Social and Community Change
Here's where these female athletes really shine - they're not just taking the money and running. They're using their platforms to tackle real issues and make genuine change in their communities.
We already talked about how Simone Biles changed the conversation around mental health in sports. But she's not alone in this fight. Cameron Brink stepped up to help Chegg launch their first-ever Student Mental Health Week in 2023. What I really respect about Brink is her awareness of her own privilege in such a diverse league - that kind of self-reflection creates real inclusivity among teammates.
A'Ja Wilson continues to be a powerhouse for community leadership. Beyond writing her bestselling book "Dear Black Girls," she earned the Dawn Staley Community Leadership Award for her incredible community impact. She's used fashion to address social issues like Black Lives Matter and has worked to secure endorsement deals for her teammates too.
These women understand something powerful: their success creates opportunities to lift others up. They're challenging old-school thinking about what athletes should and shouldn't talk about. They're promoting diversity and inclusion not just in their sports, but in society as a whole.
As role models, they're showing the next generation that being an athlete means more than just winning games. It means using your voice, your platform, and your influence to make the world a little better.
At SHIELD Health & Fitness, we believe in supporting athletes through every part of their journey - including their recovery so they can keep making positive change. Our athletic tape for injuries helps keep athletes healthy and on the field, where their voices can continue to make a difference.
Standing on the Shoulders of Giants
Today's incredible female athletes didn't just appear out of nowhere. They're standing tall on the shoulders of absolute giants—women who fought tooth and nail, broke down walls, and demanded respect when the world wasn't ready to listen. These trailblazers paved the way for everything we're seeing today.
Historical Female Athletes Who Paved the Way
When we talk about game-changers, Billie Jean King sits at the top of the list. Her legendary "Battle of the Sexes" tennis match against Bobby Riggs in 1973 wasn't just a tennis match—it was a cultural moment. With 90 million people watching, King didn't just win; she made a statement that echoed for generations. But her real power move came off the court when she founded the Women's Tennis Association (WTA) in 1973. Today, that organization represents over 2,500 players and boasts a record $164 million in prize money. Talk about leaving a legacy.
Serena Williams took that foundation and built something extraordinary on top of it. Her 23 Grand Slam singles titles didn't just break Steffi Graf's Open era record at the 2017 Australian Open—they redefined what greatness looks like. Beyond the trophies, Williams became a fierce advocate for black mothers, sharing her own difficult childbirth experience and pushing for better maternal care. She showed the world that being a champion means fighting for others, not just yourself.
Then there's Babe Didrikson Zaharias, who was basically superhuman before we even had that word. The Associated Press voted her the "Greatest Female Athlete of the first half of the 20th century," and when someone asked what she didn't play, she famously shot back, "Yeah, dolls." She became the first woman to play in a PGA event, proving that talent doesn't recognize gender boundaries.
Florence Griffith-Joyner set world records that still stand today—her 100-meter time of 10.49 seconds and 200-meter time of 21.34 seconds from 1988 remain untouched. That's nearly four decades of dominance frozen in time.
These pioneers didn't just excel in their sports; they created space for future generations. Ronda Rousey became the first woman inducted into the UFC Hall of Fame. Danica Patrick was the first female driver to secure the pole for the Daytona 500. Mia Hamm broke into the World Football Hall of Fame in 2013. Nadia Comăneci achieved the first perfect 10 in Olympic gymnastics. Manon Rheaume made history as the first woman to appear in an NHL preseason game in 1992.
Each of these women faced a world that told them "no," and they responded with their own version of "watch me." At SHIELD Health & Fitness, we honor these trailblazers by maintaining the same commitment to excellence they showed. Our American-made sports tape represents the quality and dedication these pioneers deserved all along.
The Enduring Fight for Equity
Here's the reality: despite all the incredible progress, the fight for equity in women's sports is far from over. The challenges are real, complex, and ongoing.
Title IX, signed into law 53 years ago, was supposed to level the playing field by mandating equal opportunities in school sports for girls and women. It's been a game-changer, but enforcement and interpretation remain constant battles. The law exists, but making it work everywhere, all the time? That's still a work in progress.
The pay equity debate continues to rage. Billie Jean King fought for it decades ago, and even Serena Williams noted prize money differences at her first Wimbledon victory in 2000. Athletes like Megan Rapinoe have refused to back down, continuing to advocate fiercely for equal pay and gender equality.
Media representation is improving, but slowly. The good news? Public interest is undeniable. A 2018 Nielsen report on women's sports revealed that 84% of general sports fans have an interest in women's sports. That's a powerful statistic that should be driving more coverage and investment.
But some of the most challenging battles involve fairness and eligibility. Caster Semenya, a two-time Olympic champion, has fought for her dignity and right to compete without taking medication to suppress testosterone levels. World Athletics implemented gene testing requirements that many critics argue unfairly target female athletes with natural advantages while male athletes with similar inherent gifts face no such scrutiny.
Mary Cain's public accusations against her former coach and the Nike Oregon Project highlighted systemic issues around body shaming and toxic coaching environments. Her courage in speaking out exposed problems that many female athletes face regarding body image and abusive practices.
These ongoing struggles show us that while female athletes have never had more spotlight, the work isn't finished. Organizations like the Women's Sports Foundation continue fighting through research, advocacy, and programs like their 'Sports 4 Life' initiative and Travel & Training Fund.
The truth is, today's stars didn't just inherit success—they inherited responsibility. They're carrying forward the dreams and demands of every woman who came before them, while creating new possibilities for those who come next.
Frequently Asked Questions about Women in Sports
The incredible rise of female athletes has sparked countless conversations and questions. As someone who's worked closely with athletes across multiple sports, I hear these questions regularly from coaches, parents, and fans who want to understand this transformative moment in sports history.
What is the 'Caitlin Clark Effect'?
The 'Caitlin Clark Effect' captures something we've never seen before in women's basketball - one player single-handedly changing an entire league's popularity and commercial success. It's not just about her incredible talent on the court; it's about the measurable economic impact she creates wherever she plays.
The numbers tell an amazing story. When Caitlin Clark plays, WNBA attendance jumps by 105% compared to games without her. Even road games benefit - when the Indiana Fever visits other teams, those home crowds increase by 87%. Her rookie debut alone sparked a 200% jump in WNBA viewership, proving that people aren't just showing up - they're tuning in from home too.
Perhaps most impressive is the merchandise impact. Team uniform sales, especially Clark's jerseys, have skyrocketed by 1,193% year-over-year. That's not a typo - it's over ten times the previous sales. This kind of individual impact on an entire league's economics is unprecedented in women's sports.
Why is Simone Biles' advocacy for mental health so important?
Simone Biles changed everything when she chose to step back from Olympic competition to prioritize her mental health. As arguably the greatest gymnast of all time, her decision carried enormous weight and sparked conversations that were long overdue.
When Biles experienced the "twisties" - a dangerous mental block where gymnasts lose spatial awareness mid-air - she made the brave choice to withdraw from several events at the Tokyo Olympics. This wasn't just about one athlete's struggle; it was about challenging the "win at all costs" mentality that has dominated sports for decades.
Her openness about mental health struggles gave permission to countless other athletes to speak up about their own challenges. She showed that true strength sometimes means knowing when to step back and take care of yourself. This shift from viewing mental health as weakness to recognizing it as essential self-care has transformed how we support athletes at every level.
The ripple effects continue today, with more athletes feeling comfortable seeking help and more organizations prioritizing athlete well-being alongside performance.
Who are some of the most decorated female athletes of all time?
The history of female athletes is filled with incredible champions who set standards that still inspire us today. These legends didn't just win - they dominated their sports for years and opened doors for future generations.
Serena Williams stands at the top with 23 Grand Slam singles titles, breaking Steffi Graf's Open era record. Her longevity and dominance in tennis remains best. Speaking of tennis, Steffi Graf achieved something no one else has - the Golden Slam in 1988, winning all four Grand Slams plus Olympic gold in the same year.
In gymnastics, Larisa Latynina holds the record with 18 Olympic medals, while Věra Čáslavská earned 11 Olympic medals and Nadia Comăneci became the first gymnast to score a perfect 10 at the Olympics. These achievements set the bar incredibly high for future gymnasts.
Soccer has its legends too. Mia Hamm won two FIFA Women's World Cups and two Olympic gold medals, setting international goal-scoring records that stood for years. In golf, Patty Berg leads with 15 LPGA majors, followed by Mickey Wright with 13 majors.
These incredible female athletes didn't just collect trophies - they built legacies that continue to inspire today's stars. Their achievements set the standard for excellence and showed the world what women could accomplish when given the opportunity to compete at the highest levels.
Conclusion: The Future is Female (and Fiercely Competitive)
The rise of female athletes isn't just a moment in time - it's a complete change of how we view sports, influence, and what it means to be a champion. From Caitlin Clark packing arenas and breaking viewership records to Simone Biles changing conversations about mental health, these women are proving that their impact goes far beyond any game or competition.
What we're witnessing is truly remarkable. Female athletes are securing multimillion-dollar endorsement deals, building business empires, and using their platforms to drive meaningful social change. They're not just asking for a seat at the table - they're building their own tables and inviting others to join them.
The numbers speak for themselves. When Angel Reese becomes a part-owner of a professional soccer team or when Sabrina Ionescu's signature shoe becomes the second most worn sneaker in the NBA, we're seeing something unprecedented. These aren't just athletic achievements; they're cultural and economic powerhouses reshaping entire industries.
But perhaps most importantly, today's female athletes understand they're part of something bigger than themselves. They stand on the shoulders of giants like Billie Jean King, Serena Williams, and countless others who fought for opportunities that didn't exist before. Now, they're using those hard-won platforms to inspire the next generation and tackle issues that matter - from mental health awareness to pay equity to community leadership.
Supporting these athletes at every level matters. Whether it's a young girl picking up her first basketball or a professional athlete competing on the world's biggest stage, they all deserve the best tools and support to reach their potential. That's why at SHIELD Health & Fitness, we're committed to providing the professional-quality protective gear that helps athletes perform safely and confidently.
The future isn't just female - it's fierce, it's inspiring, and it's here to stay. These female athletes aren't just changing sports; they're changing the world, one record-breaking performance and one powerful conversation at a time.
