Everyone Watches Women's Sport: now a Nike partner, Sue Bird and Alex Morgan's brand is expanding

"Everyone Watches Women's Sport", in white lettering on a black background (or vice versa). Always in capitals, just to underline a clear message, sometimes in English, sometimes in Molière's language. Whether you are a fan of basketball, of a certain Stephen Curry or Gabby Williams, of tennis and a certain Serena Williams, of rugby and Ilona Maher (Olympic 7s vice-champion in Tokyo, social media star) or of a certain Jason Sudeikis, main actor of the (formidable) series Ted Lasso , you could not have missed the slogan that they have all been sporting (t-shirt or sweater on the shoulders) in recent months.

From now on, you'll also be able to spot a familiar little comma nearby: Nike's. At the end of March, the clothing line, created by the media company Togethxr, launched by US sports stars Sue Bird, Alex Morgan, Chloe Kim, and Simone Manuel in 2021, announced it was partnering with the sportswear giant to continue developing its merchandise collections.

“Togethxr was created to amplify the voices of female athletes and to show the world that women’s sports are not just something to watch, but something to be centered and invested in,” said Jessica Robertson, chief content officer and co-founder of Togethxr, in a statement accompanying the announcement.

She continued, “This partnership with Nike allows us to further our mission. We will not only create access to new and exciting products on a global scale, something that women’s sports fans crave, but also build a future where women’s sports receive the respect, resources, and investment it deserves.”

There will be no major changes to the artistic direction; the collection retains its original colors and will still include T-shirts, hoodies, and baseball caps. It will be available at Nike, Togetherxr, and Dick's Sporting Goods.

The original line (which first launched with the slogan in 2023 before exploding last year when South Carolina coach Dawn Staley wore one of the jerseys in a game) generated more than $6 million in revenue in 2024 alone. It peaked with sales of more than 20,000 units in three short days during the women's NCAA tournament. Records that Togethxr and the brand with the swoosh should be breaking soon.