Everyone Watches Women’s Sports
The Women’s Rugby World Cup is happening right now in England, bringing record-breaking views and introducing millions to the sport. I watched the US team’s first match last week equipped with my Ilona Maher t-shirt, the athlete who first piqued my interest in the sport during the 2024 Summer Olympics. Coming from a family with four sisters, we all loved playing sports growing up – but Melissa was the true athlete of the family. It feels like she was dribbling a soccer ball as soon as she learned to walk! Showing up for female sports has always been important to us, and the movement around woman in sports has us full of energy and excitement.
Of course, we’re certainly not the only ones excited for this momentum. Coverage is broader, crowds are more enthusiastic, and these incredible athletes are finally getting some of the recognition they’ve always deserved. It may seem like it’s happened overnight, but this surge in visibility has been fought for by countless women for decades. For most of history, women weren’t always encouraged, or even always allowed, to play sports. By the time Title IX passed in 1972, mandating equal opportunities in school sports, girls were ready to sprint through the doors that had been closed to them. The decades since have been marked by both milestones and battles, including equal pay fights in soccer, the meteoric rise of the WNBA, and athletes like Simone Biles, Alyson Felix, and Megan Rapinoe fighting for rights on and off the field.
Now, the momentum is undeniable. The 2024 NCAA women’s championship game viewership surpassed that of the men’s game. Caitlin Clark’s rookie WNBA season led to sold-out arenas, and deserved recognition of other talented players alongside her. In community spaces like The Sports Bra in Portland, people are gathering together to cheer on female athletes.
Every step forward continues to build on those before. From the Rockford Peaches in the 1940s, to Mia Hamm in the 1990s, to innumerable athletes today, women’s sports are about more than the competition. They’re about representation, access, and the right to show just how capable women athletes are.
And since we always love making flavors that represent our favorite moments and passions, we’ve come up with a line of flavors dedicated to just a small handful of some of our favorite athletes. When I was making up each of these flavors, I kept imagining Melissa as a kid, practicing lacrosse at the wallball court at the park for hours on end. Heading to her games every Saturday, where she ran and played with a fierceness that matched every boy our age. And the excitement in her eyes when she would watch players like Mia Hamm and Abby Wambach dominate on tv. These flavors are for her, and for every other girl who grows up strong, loving sports and proving every day that they belong.
The Trailblazers
These women didn’t just play in their field, they helped pave the way for the next generation to change the rules and the conversation around women in sports.
Serena Williams – The Grand Slam (cherry and espresso)
- Commanding, resilient, and iconic, Serena Williams was one of the first to show just how strong and forceful female athletes are. With notes of cherry and espresso, this flavor is a nod to her “controversial” outfit at the 2018 French Open, a representation of her refusal to accept the status quo.
Mia Hamm – The Kickoff (triple berry)
- Soccer’s original household name, Mia Hamm was always a team-player, who first helped to catapult soccer into everyday conversation. This flavor blends strawberry, blueberry, and blackberry, to represent her team spirit, fire, and dominating presence.
Sue Bird – The Bird’s Eye View (peach and raspberry)
- The WNBAs all-time leading winner, this point guard led with unmatched vision and composure. This flavor ties in peach and raspberry for her steadfast composure, as well as her advocacy work off the court.
The Game Changers
The women dominating today’s sports aren’t just racking up medals. They’re redefining what it means to be an athlete, bringing their own personality, fire, and creativity into the spotlight.
Ilona Maher – The Crimson Crush
- Bold, funny, powerful, and with a spirt that lights up bright every time she’s seen. This flavor is a modern twist on fruit punch, a visual homage to her classic red lipstick worn on and off the field. With notes of orange, pineapple, and cherry, this classic combination feels just as fun and beautiful as she is.
Simone Biles – The Golden Vault (honey, ginger, and apricot)
- Explosive, graceful, and beyond deserving of her title as the GOAT, Simone has changed gymnastics forever. She is the most decorated gymnast in history, and has completed moves that no one else can. This flavor shines gold with notes of apricot and honey, and the added touch of ginger speaks to her fierceness and spirit.
Allyson Felix – Finish Line (blood orange and vanilla)
- The most decorated athlete (male or female!) in the history of track and field, Allyson Felix had to fight just as hard outside of her sport. Best stated in her own words, “despite her success, she was forced to make a choice between her career and her family when her longtime sponsor offered her a 70% pay cut after she became pregnant”. Her flavor had to represent her unparalleled determination to fight for mothers, with blood orange and a swirl of vanilla.
Brooke Raboutou – Mountain Berry Matcha (huckleberry, matcha, and juniper)
- The first U.S. climber to win an Olympic medal, Brooke has helped bring attention to sport climbing. Her Mountain Berry Matcha flavor captures this pioneering spirit, and pays homage to the sport she competes in.
Chloe Kim – Alpine Frost (yuzu, blueberry, and mint)
- At just 17, Chloe Kim won the Olympic gold in the Snowboarding Halfpipe, and then became the first female to win a repeat gold in 2022, where she landed back-to-back 1080 jumps. Her flavor is as frosty as her sport, but speaks to her bright and joyful spirit.
Cultural Touchstones – Beyond the Court and Field
As women continue to prove they’ve had the strength to compete all along, and communities prove that everyone watches women’s sports, it’s fun to celebrate these moments together. Whenever I travel, I love to stop when I can at historical or cultural women’s spaces, including The Sports Bra in Portland with Melissa, the first bar dedicated solely to women’s sports. And this past summer while we were in Chicago for the IFT, we drove out to Rockford, IL, to visit the field where the Rockford Peaches played (yes, the team from “A League of Their Own”). So of course, we also had to make a flavor for each of these places.
The Rockford Peaches – Peach Cobbler Ice Cream
- The team made famous by “A League of Their Own”, the Rockford Peaches were one of the original teams of the All-American Girls Professional Baseball League. Founded during WWII, the Peaches played for all twelve of the league’s seasons, and had the most championship titles. For their flavor, we had to stick with their namesake, with a classic upgrade to peach cobbler. These women proved they belonged on the diamond, and the timing could not be more perfect with the Women’s Professional Baseball League launching in 2026!
The Sports Bra – Raising the Bar (Peach Bellini)
- When Jenny Nguyen opened the first bar dedicated solely to women’s sports, she created more than a place to watch a game. The Sports Bra feels like a joyful celebration, a culmination of all of these incredible, resilient women who forged this path.The walls and ceiling are lined with sports memorabilia, and the energy always feels electric and welcoming. Easily my favorite bar I’ve ever visited, we wanted to capture the pervasive spirit of support and community you feel immediately upon entering. So, let’s raise a glass along with the athletes raising the bar, with a Peach Bellini. Feminine, celebratory, and strong, the flavor evokes the same joy we felt sitting in the bar, watching the US soccer team.
The Ongoing Battle
Reliving the history of women in sports is just as important today, to celebrate the countless women who have worked to change the conversation. Let’s all continue to show up for these powerful athletes, and prove they’ve belonged all along. And next time you see one of us at a show, let us know which sport is your favorite, and which athlete you’d most like to celebrate. As always, we can’t wait to see what else you can create! Reach out to any of to request a sample, or to collaborate on something new.
