Mic drop

The GIST: Add Althea Glitterson to the list after WTA world No. 24 Naomi Osaka debuted her fourth bedazzled Labubu at the US Open yesterday. The Grand Slam, already known for its “cool factor” was the perfect backdrop for Osaka, who has made the tennis court her runway and accessorized with the trendiest dolls on the market: Labubus.

• Labubus are having a cultural moment, and women athletes like Osaka are leaning in, pointing to a much larger trend of women’s sports acting as a culture indicator. That’s that cool girl aesthetic.

The product: Equal parts scary and cute, Chinese toy maker Popmart’s Labubus are plush toys that can be customized, collected, and used as fashion accessories. And people are obsessed — Pop Mart reported $425M in revenue from Labubus last year, a whopping 726% increase from 2023.

• The appeal of the dolls is two-pronged: mystery and scarcity. Labubus are purchased in blind boxes, meaning consumers don’t know which one they’ll receive, ultimately ensuring that uncommon “secret” Labubus are all the more coveted. The result? This rare doll selling for more than $10K on the secondary market. Cha-ching.

The trend: Labubus are everywhere, and women athletes are at the forefront of the movement, whether it’s soccer superstar Trinity Rodman joining the fold, the inimitable Simone Biles’ viral Labubu poll, or known Labubu aficionado Breanna Stewart, who customized a roster of dolls for her NY Liberty teammates.

Zooming out: All to say, Labubus are cool — but that “cool factor” is more than just a cultural statement; it’s what drives profit. According to a 2022 study, company coolness directly correlates to brand love and engagement. And nothing is cooler in today’s media landscape than authenticity, something women athletes are exceptional at.

• Another place women athletes thrive? Being on the cutting edge of culture. Whether it’s the Labubu trend, showing off their runway-ready tunnel fits, or the explosive popularity of women’s basketball shoes, women athletes are cultural icons, shaping society one authentic TikTok at a time. Mic drop.

The GIST: Traditionally American sports pushing for international growth is nothing new — look no further than college football’s annual showcase in Dublin, Ireland, just 11 days ago — but now, ESPN and London-based streaming service DAZN are taking things to the next level with a groundbreaking college sports broadcast agreement. A-plus.

The details: Last week, DAZN struck a multiyear deal to acquire the live rights for an array of college football and women’s and men’s basketball games from ESPN, bringing the uniquely American leagues to fans in 42 countries across Europe, Africa, the Middle East, and Asia.

• Before, fans in select cities could attend tentpole events — like the aforementioned Dublin game or the annual women’s hoops showcase in Paris, France — once a year. But now, they’ll have access to far more regular-season games every week on TV, in addition to comprehensive postseason coverage.

The women’s basketball angle: Women’s basketball’s inclusion in the deal is notable. College football and men’s basketball have always driven large viewership numbers, but the women’s game is riding the high of a major spike in viewership over the past few years. Pro women’s hoops is already popular in other countries, and this deal will raise the college game’s profile worldwide.

• Through this deal, DAZN will offer these games for free in an attempt to attract new fans and build investment in existing ones. This strategy spurred rapid growth for the UEFA Women’s Champions League, which is now one of the hottest tickets in women’s sports in the UK.

The takeaway: Women’s college hoops is a worthwhile investment for global media marketers and buyers. The game will benefit from its newfound global audience, expanding fandom far beyond the traditional market. The deal also demonstrates the strengths of the Disney ecosystem, which includes ESPN and has the muscle to reach fans in all corners of the globe. Simply magical.

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