How Gen Z Women Athletes Are Writing Their Own Storylines

Imagine, too, a woman whose dominance on the court leads to discussions of her skill, not her body. Imagine a scenario in which strength, manifest in physical and mental form, is figured as a pure testament to skill, not a means of distracting from it. Imagine a world in which female athletes do not provoke anxiety; in which black ones are not auto

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With female athletes seeing themselves as brands both on and off the court, beauty brands can be an attractive partner as they look to expand their image beyond sports.

Female athletes can offer a crucial avenue to beauty brands seeking to expand their scope to intangible values like wellness and inclusivity, especially as many brands have oversatur... See more

Even this generation’s superstars rethink old norms. The 19-year-old TikTok star Josh Richards had flirted with being a brand ambassador for Red Bull. When I asked him why he passed, he looked at me quizzically—why, he wondered, should he be the vessel for someone else’s wealth creation? That’s the playbook for celebrities of yesteryear. Instead, R... See more