Equity in Action: The Importance of Diversity in Sports Narratives

Women have been instrumental in bringing to light the presence and contributions of women, the LGBTQ and disabled communities, and people of color in sports. However, the crucial question is: has the media adequately reflected this imperative shift? The answer is no – and it’s time to address the issue.??

Brands beyond Nike have the power to make a significant impact in promoting inclusivity for marginalized communities. Leveraging their influence, these brands can champion equitable sponsorships and create content that unites all, showcasing athletes' authentic experiences to inspire future generations.?

Even Nike has had it wrong. When Allyson Felix, Alysia Monta?o, and Kara Goucher raised public consciousness about Nike's failure to guarantee pay for pregnant athletes, it spurred society into action. Just this year, Allyson launched the first-ever Olympic Village nursery for Paris 2024, open to athletes who are mothers? and their families. Yet, conversely, while there are waves of renewed interest in women's sports due to the WNBA and NWSL,? Muslim women faced discrimination with France's decision to ban athletes who wear the hijab from participating in this summer’s Olympic games.?

It's time to change the narrative toward equity through the power of storytelling. Fans don't just want to cheer for their favorite athletes; they want to know their personal stories, backgrounds, and who they are, personally. This deeper understanding allows fans to support them beyond their athletic abilities.? The Netflix documentary SprintThe Netflix documentary Sprint delves into the experiences of athletes who take up? track and field , from the resilience and comeback story of Sha' Carri Richardson to how Shericka Jackson turned her aggression to the? track and is now the second-fastest 200m runner of all time. These types of stories engage viewers in the nuance of the experiences that lead athletes to take the most significant sports stage.??

Let’s? take a roll call of “Did You Know” facts that are openers for more in-depth stories:?

• Between 1912, 1920, and 1924, Duke Kahanamoku, a Hawaiian competitive swimmer, won Olympic gold medals by introducing a new flutter style of swimming and introduced the world to surfing.??

• In 1922, Lizzie Murphy became the first baseball player to play against male major league players and demanded to be paid each time she played.??

• Althea Gibson was one of the first Black athletes to break the international race barriers in tennis. She was the first Black and woman athlete to win the 1956 Grand Slam but criticized for her “lack of femininity”.?

• In 1973, at the age of 29, Billie Jean King famously won the "Battle of the Sexes" tennis match against the 55-year-old Bobby Riggs but lost her endorsements once she was outed as a lesbian.?

• In 1997, Tina Thompson was the first college player drafted to the WNBA and until 2017 was the league's lead scorer.??

• In 2005, Mexican boxer Jackie Nava became the first woman to win a female world title fight sanctioned by the WBC.?

• In 2013, Jason Collins penned an article in Sports Illustrated and came out as the first openly gay man in the NBA.??

• Chloe Kim broke records at 17 years old as the youngest to win a gold medal in snowboarding and is now one of four women entrepreneurs repping Togethxr.??

• At the 2020 Tokyo Olympics, Quinn became the first out transgender, non-binary athlete to compete and the first to earn a gold medal. In 2023, they were the first openly transgender and non-binary soccer player at the FIFA World Cup.?

• Jessica-Jane Applegate was diagnosed with autism spectrum disorder at the age of 4 and is a 7-time Paralympic medal winner. She’s used her platform to raise matters on the Commonwealth Games including men within the S14 disability but not women.?

• Deja Young, a Paralympic athlete from Dallas who participates in the T46 sprinting events. She has been vocal about her challenges with depression.?

• Twins Annie and Kerry Xu began playing badminton at 8 and picked the game back up after working in accounting in the Bay Area.??

There are more stories, and brands can actively spotlight players, endorse teams, and use sports as a cultural unifier. What stories do you want to learn more about through the brands that can champion them??