Sports
Reebok is stepping up its game in women’s basketball, and WNBA star Angel Reese is at the center of this bold new chapter. The Chicago Sky rookie forward has made headlines as she debuted Reebok's first performance basketball shoe in nearly a decade, the "Engine A," during a game against the Indiana Fever last August. This marks a significant moment not only for Reese but for women’s sports as a whole, as brands increasingly recognize the untapped potential of female athletes in driving cultural and commercial trends.
Angel Reese: A Rising Star with Limitless Potential
Angel Reese is poised to become only the second WNBA player in history to receive a signature shoe from Reebok, following in the footsteps of ESPN analyst and former WNBA star Rebecca Lobo. While the "Engine A" is not her signature shoe, it represents a major milestone for both Reese and Reebok. Fans will have to wait until spring 2025 to get their hands on this highly anticipated release.
Reese has quickly become a cultural icon, earning the nickname “Chi-Town Barbie” during Chicago Sky's Barbie-themed night at Wintrust Arena. The event celebrated women in sports with pink rally towels, pregame panels, and Barbie-inspired giveaways. The collaboration between Barbie and WNBA teams like the Chicago Sky highlights how brands are embracing women athletes as powerful ambassadors for their products.
The Business of Women’s Sports
Reebok’s partnership with Angel Reese comes at a time when sports licensing and toys are booming. According to industry data, sports-related toys generated $1.2 billion in U.S. revenue over the past year—a staggering 158% increase since 2020. Brands like Barbie have been instrumental in this growth by hosting branded game-day activations at sports arenas across the country. These initiatives not only boost sales but also amplify the visibility of women’s sports.
Mattel’s Senior VP Krista Berger emphasized that focusing on women’s sports aligns with Barbie’s mission to inspire “limitless potential.” From MLB to WNBA games, Barbie Night promotions have become a staple, offering fans exclusive merchandise and experiences while reinforcing positive messages about female empowerment.
What’s Next?
As Angel Reese continues to make waves both on and off the court, her collaboration with Reebok signals an exciting new era for women’s basketball. With her signature shoe expected in the future, Reese is set to join an elite group of athletes who are redefining what it means to be a sports icon. For Reebok, this partnership represents an opportunity to solidify its presence in the performance basketball market while championing diversity and inclusion.
The intersection of sports, fashion, and culture has never been more vibrant—and Angel Reese is leading the charge.
Sources:
Peter Verry, Footwear News