That collaboration can expand the women’s sports ecosystem as well. Heath pointed to the Sports Innovation Lab Fan Project’s assessment of women’s sports fans as “fluid fans.” They want to watch the game, look up their favorite player, find that player’s merchandise, find videos of them, follow their teams and spend on the brands that support them.
Those women’s sports fans are not only acquired and retained at a 40% higher rate than average sports fans, but they also spent more with Nike, Dick’s Sporting Goods, and luxury and travel brands as a result of being so heavily engaged.
But creating specifically for that fan is tricky, according to Heath, because they don’t want a filter. They don’t want their favorite players reduced to the most uncomfortable versions of themselves on camera, and they don’t want to hear their sport described in ignorant, toxic terms. They want comfort and community, and that’s what Heath said RE—INC has built for its followers, its partners and The RE—CAP Show’s guests.
“A lot of players are reluctant to do media because there’s always a middleman between what you’re saying and where it’s going,” Heath said. “There’s none of that with RE—INC at all. … We’re driving this ship, and that type of authenticity, all of these athletes want to be a part of that because it’s something that represents who they are and, for the first time, they’re accepted for their fullness.”
