How Togethxr Is Transforming Women’s Sports Through Storytelling

Table of Contents

• The Genesis of Togethxr
• Recognizing the Untapped Market
• Crafting a Powerful Anthem
• Building Strategic Partnerships
• Conclusion

The Genesis of Togethxr

In 2019, Alex Morgan, a celebrated figure in U.S. soccer, was acutely aware of the lack of media attention given to women’s sports. Despite the talent and dedication of female athletes, their stories were often sidelined. Inspired by successful athlete-founded production companies like Derek Jeter’s Players’ Tribune, Alex envisioned a similar platform dedicated to women’s sports. This vision led her to collaborate with journalist Jessica Robertson, whom she had met during Jessica’s tenure at the Players’ Tribune. Alex’s call to action was clear: “I’m tired of waiting for someone else to decide that our stories are worth investing in. Would you come build something with me?” This marked the inception of Togethxr, a media company co-founded by Alex, Jessica, and other renowned athletes such as Sue Bird, Simone Manuel, and Chloe Kim. Their mission was simple yet powerful: to amplify the voices of female athletes and showcase their impact on culture, change, and business.

Recognizing the Untapped Market

When Togethxr launched in late 2020, the statistics were staggering. Only 5% of sports media coverage focused on women’s sports. This lack of visibility was not due to a lack of interest but rather a lack of access and investment. Togethxr’s founders believed that by growing the audience and community around women’s sports, they could drive viewership and attract brands willing to invest in this space. The strategy was multifaceted: producing documentaries, podcasts, newsletters, social media content, and hosting events to raise awareness and engagement. The results have been impressive, with women’s sports now accounting for nearly 20% of sports coverage, a testament to Togethxr’s influence and dedication.

Crafting a Powerful Anthem

Beyond content creation, Togethxr identified an opportunity in merchandise. Historically, options for women’s sports fans were limited and often of low quality. Togethxr sought to change this by launching a t-shirt emblazoned with the slogan “Everyone Watches Women’s Sports.” This slogan emerged as a rallying cry following the record-breaking 2023 NCAA Women’s March Madness tournament. The t-shirt gained viral status when Dawn Staley, a legendary women’s basketball coach, wore it during an ESPN broadcast. The result was astounding: the t-shirt sold out within 30 minutes and generated over $6 million in revenue. Togethxr’s approach focused on creating lasting resonance rather than fleeting reach, ensuring their message lingered and continued to inspire. By collaborating with professional sports teams to customize the shirt in team colors, Togethxr further embedded itself within the community it aimed to serve.

Building Strategic Partnerships

As women’s sports gain traction, brands are eager to align themselves with this growing movement. Togethxr’s strategic partnerships with major brands like Nike and Aflac are a testament to the company’s influence and the increasing recognition of the value in women’s sports. However, Togethxr is selective, choosing to collaborate with brands that share their values and vision. These partnerships are not merely business transactions but thoughtful collaborations aimed at creating lasting impact. By aligning with brands that are committed to getting it right, Togethxr ensures that its mission is not diluted but rather amplified.

Conclusion

Togethxr stands as a beacon of change in the sports industry, proving that women’s sports are not only worth watching but also worth investing in. Through storytelling, merchandise, and strategic partnerships, Togethxr is reshaping the narrative and ensuring that female athletes receive the recognition they deserve. As the landscape of sports media continues to evolve, Togethxr’s impact will undoubtedly inspire future generations and pave the way for a more inclusive and equitable sports world.

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