Togethxr, the approach to life model and media firm constructed round girls’s sports activities, has tallied $6 million in income from its “Everybody Watches Girls’s Sports activities” merchandise line in calendar yr 2024. That whole is double the mid-year income from June 2024, which included promoting 20,000 items—T-shirts, tote luggage and hoodies—in a three-day stretch in direction of the top of the ladies’s NCAA basketball event in early April.
Based by present and former athletes Sue Chicken, Alex Morgan, Simone Manuel and Chloe Kim, in addition to chief content material officer Jessica Robertson, Togethxr is funded and operated by Magnet Firms, a personal equity-backed holding firm.
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Robertson stated that in 2023, Togethxr challenged itself to create a unifying anthem that resonated with the present technology of ladies’s sports activities followers whereas paying homage to those that paved the way in which for the fashionable period. The EWWS tagline—“the best anthem on the proper time on the best product in the best market”—was the consequence.
“We needed a unifying assertion on a really premium product … that was additionally unisex,” Robertson stated in a telephone interview. “It didn’t really feel overly gendered in any specific means, as a result of followers are followers. And we understood that the ladies’s sports activities area, particularly on the patron product facet, is severely under-tapped. It’s a really large white area.”
Some extent of inspiration for Togethxr’s attire line was the WNBA’s orange hoodie, which rapidly turned a best-seller for the league in addition to an emblem of help for ladies’s sports activities. Just like the WNBA hoodie, “Everybody Watches Girls’s Sports activities” T-shirts rode the groundswell of celeb fandom, with star athletes like Serena Williams and Stephen Curry in addition to Hollywood stars Jason Sudeikis and Aubrey Plaza sporting them.
The slogan even made it to the best workplace within the land in September when former President Joe Biden included it in his speech throughout NJ/NY Gotham FC’s celebratory go to to the White Home for successful the 2023 NWSL title.
The EWWS attire line could be the major mover for Togethxr, however different areas of the corporate trended upward in 2024. Its each day publication, Togethxr’s Internal Circle, has grown by 282% year-over-year with a reported 39-42% open fee, far above the trade normal. Moreover, the corporate has 2.25 million TikTok followers, probably the most amongst girls’s sports activities media shops, and a world attain of greater than 3.5 million followers on all its social media platforms.
On the media facet, Togethxr has continued to make headway in storytelling, producing documentaries distributed by Prime Video, in addition to co-developing A Contact Extra, the manufacturing firm owned by Sue Chicken and Megan Rapinoe that homes their standard podcast by the identical title.
The corporate additionally boasts long-term partnerships with T.J. Maxx and Aflac, and it labored with Nike to design sneakers that have been showcased by USC’s JuJu Watkins and UConn’s Paige Bueckers throughout their again in December.
Within the lead-up to this yr’s March Insanity, Togethxr could have new model activations and authentic content material for its protection of the event. Whereas Robertson didn’t disclose which manufacturers the corporate is working with, she remarked that final spring’s event was a serious turning level for each Togethxr and girls’s sports activities media.
“We’re solely anticipating that to develop this yr,” she stated. “You’re going to see type of that replication throughout all the foremost girls’s sports activities tentpole occasions, not even simply right here in North America, however globally, in 2025.”
As Togethxr continues to develop as a model, Donald Trump’s return to the White Home has introduced extra intense debate over participation in girls’s sports activities and compelled some companies to alter their method to variety, fairness and inclusion—all of that are core to Togethxr’s mission. Nevertheless, Robertson says the corporate stays targeted on its objective—to offer and advocate for equitable protection and funding into girls’s sports activities.
“It’s our job to … shield our neighborhood and shield these athletes,” Robertson stated, “and to proceed to champion them, but in addition proceed to drive funding within the area, which in the end will proceed to guard them over time.”
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