Togethxr: Empowering Women’s Sports Through Media and Merchandising
Table of Contents
- Introduction to Togethxr
- The Genesis of Togethxr
- Identifying an Emerging Market
- Creating a Cultural Anthem
- Expanding Through Strategic Partnerships
- Conclusion
Introduction to Togethxr
Togethxr is not just another media company; it is a movement aimed at reshaping how women’s sports are perceived and valued. Founded by prominent athletes and media professionals, Togethxr is dedicated to telling the untold stories of female athletes and amplifying their voices through various platforms.
The Genesis of Togethxr
The inception of Togethxr traces back to 2019 when US soccer star Alex Morgan recognized the glaring disparity in media coverage between men’s and women’s sports. Despite the growing popularity of women’s sports, media outlets were not giving them the attention they deserved. Inspired by successful athlete-driven media ventures like Derek Jeter’s Players’ Tribune, Alex Morgan envisioned a similar platform for women’s sports. She reached out to journalist Jessica Robertson, whom she met during her time at the Players’ Tribune, with a compelling proposition: to build something transformative for women’s sports. Jessica, along with other cofounders, including basketball legend Sue Bird, swimmer Simone Manuel, and snowboarder Chloe Kim, embarked on this journey with a shared mission to redefine the narrative around women’s sports.
Identifying an Emerging Market
When Togethxr launched in late 2020, women’s sports accounted for a mere 5% of sports media coverage. This underrepresentation was not due to a lack of interest but rather a lack of access and investment. Togethxr’s founders identified two primary challenges: the limited availability of women’s sports content and the media’s reluctance to cover it due to perceived low revenue potential. Togethxr set out to change this by producing documentaries, podcasts, newsletters, and social media content focused on women’s sports. Their efforts have significantly contributed to increasing women’s sports coverage to nearly 20% today.
Creating a Cultural Anthem
Beyond storytelling, Togethxr ventured into merchandising to create a cultural anthem for women’s sports. Recognizing the scarcity of high-quality merchandise for women’s sports fans, Togethxr launched a line of t-shirts emblazoned with the slogan “Everyone Watches Women’s Sports.” This slogan emerged as a powerful statement following the record-breaking 2023 NCAA Women’s March Madness tournament. The t-shirt quickly became a symbol of unity among fans, athletes, and celebrities. Its popularity soared when Dawn Staley, a legendary women’s basketball coach, wore it during an ESPN broadcast, leading to a sell-out within 30 minutes. The campaign has since generated over $6 million in revenue, proving the commercial viability of women’s sports merchandise.
Expanding Through Strategic Partnerships
Togethxr’s success is not just limited to media and merchandise; it extends to strategic partnerships with brands that share their values. As the demand for involvement in women’s sports grows, Togethxr remains discerning in its collaborations, partnering with companies like Nike and Aflac. These partnerships are not just about financial gain but about making a lasting impact in women’s sports. Togethxr is committed to working with brands that are thoughtful and intentional in their approach, ensuring that their collaborations resonate with the community and contribute to the broader movement.
Conclusion
Togethxr is more than a media company; it is a catalyst for change in women’s sports. By telling compelling stories, creating viral merchandise, and forging strategic partnerships, Togethxr is elevating the profile of female athletes and inspiring a new generation of fans. As the landscape of women’s sports continues to evolve, Togethxr stands at the forefront, championing the cause and proving that everyone, indeed, watches women’s sports.
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