2024 has been a game-changing year for women’s sports, with record-breaking moments and more fans tuning in than ever before. But it’s not just the athletes who are grabbing headlines—one simple T-shirt has taken the sports world by storm. The “Everyone Watches Women’s Sports” tee, launched by a group of female pro athletes, has quickly become the season’s most coveted item. From Olympic arenas in Paris to Hollywood streets, this viral shirt is more than just a fashion statement—it’s a movement.
The Origins of a Movement: The Viral Tee
The now-famous “Everyone Watches Women’s Sports” T-shirt first hit the market in December 2023, launched by Togethxr, a women’s sports brand co-founded by legends like WNBA star Sue Bird, soccer icon Alex Morgan, swimmer Simone Manuel, and snowboarder Chloe Kim. Originally priced at $45, the shirt was designed to challenge outdated notions that no one watches women’s sports. It’s a clever rebuttal to the endless comments from anonymous online critics and naysayers, summarized perfectly in one bold, cotton-printed statement.
From Courtside to the Paris Olympics
Though the shirt had modest beginnings, it exploded into the public eye over the summer of 2024. Hollywood celebrities like Jason Sudekis and Chelsea Handler were spotted sporting the slogan, as were athletes and fans alike. Whether worn courtside at basketball games, out on the streets, or shared on social media, the shirt quickly became a symbol of solidarity for women’s sports.
At the Paris 2024 Olympics, which wrapped up in August, waves of fans proudly wore the tee, both in English and in a specially-made French version that read, “Tout le Monde Regarde le Sport Féminin.” The T-shirt’s presence at such a global event further solidified its status as a cultural phenomenon. And the momentum hasn’t stopped—Togethxr is now considering releasing a Spanish version of the shirt to continue its global reach.
Why It Matters: More Than Just a Shirt
The shirt is more than a piece of clothing; it’s a statement backed by data. As Sue Bird pointed out during a guest appearance on The Tonight Show Starring Jimmy Fallon, “People say, ‘Nobody watches women’s sports,’ but the numbers show otherwise.” She’s right. Statistics from Women’s Sport Trust show that in the first four months of 2024, more people tuned into women’s sports than ever before. And according to Deloitte, women’s professional sports are expected to surpass $1 billion in revenue for the first time this year—a staggering 300% increase since 2021.
The WNBA, in particular, is riding a wave of popularity. This year’s WNBA All-Star Game set a new viewership record, with 3.4 million people watching breakout stars like Angel Reese and Caitlin Clark on ABC. These numbers prove that everyone really is watching women’s sports.
Collaborations and Expanding the Line
Recognizing the power of the T-shirt, the WNBA’s Golden State Valkyries became the first team to collaborate with Togethxr, releasing a limited-edition lavender version of the tee. The shirt’s popularity has led Togethxr to expand its offerings to include hoodies and totes, though demand has become so overwhelming that the brand has struggled to keep up with shipping orders.
Valkyries president Jess Smith described the shirt as “multidimensional,” capturing the intersection of sport and culture. It’s not just about sports—it’s about a larger movement, one where athletes, fans, and media come together to elevate women’s sports into the mainstream.
Final Thoughts
The “Everyone Watches Women’s Sports” T-shirt isn’t just another trendy slogan—it’s a symbol of change. With rising viewership, record-breaking revenue, and more fans rallying behind female athletes, this viral tee perfectly captures the shift happening in the sports world. Whether it’s worn by celebrities, athletes, or everyday fans, the shirt sends a powerful message: the world is finally paying attention to women’s sports, and the momentum is only growing.
