As women’s sports continue to gain momentum, athletes are increasingly finding ways to express themselves not only through their athletic performance but also through their personal style. The growing business of women’s sports has brought more visibility to players, allowing them to establish themselves in the fashion world through magazine covers, brand partnerships, and even the popular “tunnel walks.”
Andrea Rose, a Toronto-based sports stylist, pointed out the historical dominance of men in fashion moments such as tunnel walks, noting, “From the ’90s until now, tunnel walks were very male-dominated.” However, with the rise of leagues like the WNBA and Toronto Tempo, women are now being encouraged and empowered to showcase both their athleticism and their personal style.
One athlete leading this shift is Sarah Nurse, a forward for the PWHL Toronto Sceptres. Nurse unapologetically integrates fashion into her game day routine, wearing makeup and arriving at the arena in stylish fur-collared coats and coordinated outfits. “Even as an athlete, I think it’s important to have interests beyond hockey, and for me, fashion is one way that I can be creative,” Nurse shared. “I take a ton of pride in putting together new outfits and showing my style on a day-to-day basis.”
Nurse also noted that fashion was once seen as a distraction in the world of sports but is now being recognized as a powerful form of self-expression. “People are starting to see how self-expression is really a good thing,” she said, adding that her style choices help connect fans to the sport. “A lot of people will tell me they started following me for my makeup tips and then they realized that I’m in the PWHL and started cheering on the team.”
Despite ongoing pay disparities in women’s sports—such as the average PWHL salary of $55,000 compared to the NHL’s $3.63 million—athletes are capitalizing on sponsorship opportunities. The global sports sponsorship market, valued at $90.6 billion in 2024, is projected to grow substantially by 2032, providing athletes with new income opportunities beyond league salaries. Nurse, for example, became a beauty brand ambassador for Revlon Canada, blending her passions for hockey and makeup.
Other athletes, like A’Ja Wilson, the three-time WNBA MVP, are also tapping into the fashion world. Wilson released a collection with Nike that includes a satin-lined hoodie designed to protect athletes’ hairstyles. Tennis star Naomi Osaka has secured partnerships with high-profile brands like Louis Vuitton, Nike, and Kith.
Ainka Jess, CEO & Founder of She’s4SPORTS, an organization dedicated to amplifying the voices of women in sport, emphasized the influence of women athletes. “Women athletes are influencers now,” she said, explaining how these athletes are leading with their own brands on social media and influencing the next generation of young girls. Jess believes that athletes’ ability to remain authentic while excelling in their sports sets a powerful example for the youth.
The intersection of fashion and sports is not limited to athletes alone. As consumer demand grows, designers like Sukhdeep Kalsi are seizing the opportunity to create sportswear for women. Kalsi, who launched her brand Skalsi in 2020, began reworking sports jerseys into fashionable garments, noting a gap in sports merchandise designed for women. “With Y2K trends making a comeback, jerseys have returned as a staple piece, especially at games. I’ve noticed more women embracing this trend, but there aren’t many options designed specifically with feminine silhouettes in mind,” she explained.
Kalsi’s work highlights the impact that athletes’ self-expression is having on the broader business of women’s sports. “Women are finding new ways to express their love for sports through their style, and that’s created a fresh space for creativity,” she said, underscoring the powerful shift in how sports culture and fashion are increasingly intertwined.
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