Why brands should follow Prada’s WNBA play

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April 22, 2024

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Caitlin Clark, Angel Reese and Prada: meet the WNBA’s newest recruits.

Last week at the league’s annual draft, number one pick and breakout star Clark donned a light-pink satin Prada two piece, a bedazzled mesh crop peeking out beneath. Reese, who made a splash by declaring for the WNBA draft in Vogue, was in Bronx and Banco. Los Angeles Sparks forward Cameron Brink wore Balmain.

Clark was the first basketball player — male or female — to be dressed by Prada for draft night (reportedly at the brand’s suggestion). It’s a notable shift from years past, where big luxury players tended to skip out on the event. Prada said they’re not commenting on the relationship with Clark at this point.

It paid off. The look generated $581,000 in media impact value (MIV) according to Launchmetrics — a solid sum for one look. (At the Super Bowl for instance, Taylor Swift generated $181,000 MIV for Area, while Travis Kelce generated $312,000 for Amiri.) Prada’s Instagram post of the look generated $95,000 of the total MIV.

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Cameron Brink in Balmain.

Photo: Sarah Stier/Getty Images

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Angel Reese in Bronx and Blanco.

Photo: Sarah Stier/Getty Images

The WNBA posits a rising brand opportunity for fashion. This year, the women’s NCAA championship game received more views than the men’s final for the first time in history. Women’s basketball ticket sales shot up following Clark’s announcement of her intent to enter the draft, according to Pacer Sports and Entertainment. Basketball analyst Debbie Antonelli calls it “Clarkonomics”. On Thursday, Washington Mystics moved their 7 June game against Indiana Fever to a larger venue due to “unprecedented demand”. And online commentary on draft night’s orange carpet proves people are watching — and engaging.

Fashion and sports, long-standing bedfellows, are getting even cosier. Reese said she was inspired by Serena Williams, when the tennis star took to Vogue to announce her retirement. Taking the tunnel walk up a level, the Brooklyn Nets launched its own men’s private label in partnership with Kid Super — and one for the Brooklyn women’s team, New York Liberty, is potentially in the cards. And when it comes to the WNBA, beauty brands want in the game too. Brands like Glossier and Nyx are signing deals with teams in the league.

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