How Coach and the WNBA Rewrote the Luxe Fashion Playbook for Women

Putting sports and style on the same page

When it comes to women’s sports, the fashion conversation has been largely sidelined. But the partnership announced this year by Coach and the WNBA—a first-of-its-kind collab between a luxe fashion house and a professional women’s league—sought to change all that.

And they needed a creative partner to help them elevate this culture-defining moment.

While the league has long welcomed sponsors, Coach brought new energy and fresh perspective that it asked Revery to amplify, enabling the brand to own the conversation across the season. From the beginning, Coach was committed to championing stories of self-expression tied to female athletes, using the moment to support the league while rewriting the fashion playbook that has been utilized for decades in the men’s sports arena.

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The work began with five remarkable rookies: Paige Bueckers, Kiki Iriafen, Hailey Van Lith, Aneesah Morrow and Sonia Citron. They each carried a sense of individuality and charm that transcended their college stat lines. The goal wasn’t to style them as fashion models, but to capture each exactly as they are. Paige, who would later be named 2025 Rookie of the Year, became a well-known face and embodiment of that energy. Many of her most shared images this year—from the night she broke the rookie scoring record to dancing on The Jennifer Hudson Show–were connected to the Coach partnership.

Starting on draft night and building through All-Star Weekend, Coach showed up at every key moment. The brand’s All-Star activation stood out in a sea of brand sameness with special-edition bags selling out in the first two hours. Similarly, the brand’s VIP party that evening cemented itself as a must-attend event, featuring dozens of notable WNBA players and celebrities. What struck me most was that self-expression wasn’t just marketing copy. It was the whole point, a vibe that could be felt in every element of the WNBA universe.

We often talk about “rewriting the playbook.” But in this case, that’s exactly what Coach did. The brand brought the same level of creative investment and storytelling ambition that male athletes have enjoyed for years—and it paid off. Suddenly, the WNBA wasn’t just commanding attention, it was commanding aesthetics.

The result was a defining moment, a roadmap for success that luxe marketers will follow for years to come. WNBA fans, loyal and vocal, embraced Coach. And conversely, the fashion world embraced the WNBA. Coach’s audience discovered a league that felt deeply human. Each side gained new followers. But more importantly, they gained new respect for one another. It was an appreciation bigger than basketball or clothing, rooted in true mutual admiration.

Integrated storytelling like this takes time and trust. The brand could have done the easy thing—shot a spot, dropped a bag and moved on. Instead, they chose to build something enduring, a partnership that made style an integrated part of the sport, not an accessory.

It also takes real financial commitment. Even as women’s sports finally earn the recognition they deserve, many female athletes still have limited sponsorship opportunities and earning potential. So, when I see endorsement deals like Reebok’s signature basketball shoe and apparel line with Angel Reese, I take note and have hope for the future.

When brands show up with intention, it changes how audiences see them. It reminds fans that courage and self-expression share the same DNA. It gives a generation of girls watching at home permission to imagine themselves in both spaces.

Coach’s partnership will have a lasting impact on women’s sports for years to come. The initiative set the pace for letting your true self show up on one of the world’s biggest stages.

(The biggest night in sports marketing is almost here. Celebrate this year’s creative champions at the 2025 Clio Sports Awards, hosted by ESPN’s Katie Feeney. Tickets available now.)