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Allyson Felix & Michelle Wie West pursue business ventures with Nike

June 01, 2022

The GIST: While track and field star Allyson Felix and golf great Michelle Wie West are nearing the end of their competitive careers, their work impacting sports is just getting started.

  • Last week, Felix’s Saysh shoe brand, designed by and for women, struck a deal with apparel retailer Kith, and Wie West restructured her partnership with Nike. The commonality? Both moves will create a more inclusive sports landscape for women.

The details: Saysh’s deal means three versions of the Saysh One lifestyle sneaker will be stocked at Kith’s flagship stores in New York and Miami — the first-ever appearance of the 2021–launched brand in a brick-and-mortar retailer.

  • As for Wie West, she agreed to a new deal with Nike after announcing her 2023 retirement. The five-year partnership will see Wie West work as an Athlete Collaborator in the design process and join the brand’s Think Tank to grow women’s sports.

Zooming out: It’s common for iconic female athletes’ popularity to continue — or skyrocket — in retirement. For example, Lisa Leslie’s NFT on NBA Top Shot is one of the most in-demand for WNBA players, despite retiring over a decade ago. These former athletes, then, have the means to financially back women, improving the women’s sports ecosystem and making cold hard cash in the process.

Sports Business
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