When the Dallas Wings opened their WNBA season, Lala Ronay was not just any fan in the stands. She was decked out in a custom outfit, sporting the number 24 on her chest pocket and the name “Ogunbowale” above a larger number 24 on the back, a clear tribute to her fiance, Wings player Arike Ogunbowale. This look, designed by Houston-based streetwear designer Kenz, is just one example of the growing trend of WNBA WAGs (wives and girlfriends) using fashion to express their love and support for their partners. While WAGs in men’s sports have long been a cultural phenomenon, the rising visibility of women’s sports is shining a spotlight on these women, too. The pressure is on for WAGs to choose gameday outfits that reflect their personal style, represent their partners, and stand out in a crowd.
Danielle Edwards, fiancé of the Indiana Fever’s Erica Wheeler, highlights the challenge, noting that simply wearing a jersey is often seen as too straightforward. Instead, WAGs are getting creative, embracing originality and fashion as an extension of their support. Alexis Robinson, founder of the custom denim brand , has seen this firsthand, creating custom jackets for WAGs and celebrating their unique styles. Morghan Medlock, a chef dating Washington Mystics player Brittney “Slim” Sykes, knows that her courtside seat means she’s constantly in the spotlight. She enjoys coordinating her outfits with Sykes, adding a touch of surprise and showcasing a glamorous side to her personal style. Medlock’s outfits range from streetwear to full glam depending on the occasion, and she’s even had custom pieces made by Kenz, inspired by Ronay’s look.
This trend isn’t limited to the WNBA. Steph Klein, wife of US women’s national hockey team player Alex Carpenter, reached out to Benjamin Weiner, founder of , to design a jacket for her to wear at the 2024 Women’s World Championship. This wasn’t just about showing off, it was about finding a way to represent her partner and the team in a unique and meaningful way. Anya Packer, wife of PWHL New York’s Madison Packer, also embraces customized looks, sporting a teal vest with the number “23” to represent her partner and the team. She even had matching outfits made for their two children. For Packer, showing up at games in a jersey is a powerful statement, particularly in a sport like hockey where representation is still a crucial aspect of shifting cultural norms.
These WAGs are not only thoughtful about their outfits but also about who they support. Klein chose Weiner because of his work with the Bruins, Celtics, and PWHL Boston players, while Packer’s vest was designed by fellow PWHL athlete . Robinson’s designs are popular among WNBA players and partners, often featuring empowering messages like “The WNBA is so important,” reflecting a commitment to supporting Black women-owned businesses. The LGBTQ+ couples in women’s sports are making a visible statement about their relationships, and their partners are embracing this platform to celebrate their love and individuality.
Jaelyn Royal, girlfriend of Phoenix Mercury player Sug Sutton, takes a different approach. Having played professional basketball overseas, she sees herself not just as Sutton’s girlfriend, but as a representative of the sport and a member of the larger women’s basketball community. She embraces her own style, avoiding the “girlfriend jersey” look and instead expressing her personality through her fashion choices. The openness and acceptance of the WNBA community allows Royal to feel comfortable expressing herself, even if that means rocking an all-black streetwear look instead of a high-femme outfit. For Royal, being able to love her girlfriend proudly and out loud is a powerful message of progress and acceptance, a reminder that change is happening, and that the future looks bright for those who choose to be themselves.
