The $1 Trillion Question: Why Brands Are Still Underinvesting in Women’s Sports

In this episode of Adspeak by ADWEEK, host Zoë Ruderman, Chief Content Officer at Adweek, sits down with Wes Felix, Co-Founder of Always Alpha and Co-Founder and CEO of Saysh; Allyson Felix, Co-Founder of Always Alpha, Co-Founder and President at Saysh, and International Olympic Committee Member; and Cosette Chaput, CEO and Co-Founder of Always Alpha, to explore why women’s sports represents one of the biggest untapped opportunities in marketing. The conversation examines how female athletes drive stronger purchase intent and deeper engagement than traditional influencers, why brands must move beyond sponsorship checkboxes, and how authentic storytelling creates lasting connections.

They discuss Allyson’s journey building Always Alpha, the future of women’s sports marketing, and why LA 2028 could redefine brand investment in female athletes.

What You'll Learn:

• Why the 2.8x Purchase Intent Gap Exists
• How to Reframe KPIs Away from Vanity Metrics
• The "Listen Deeply" Principle for Unlocking Authentic Partnerships
• Why "Bundling" Female Athletes Destroys Individual Impact
• The Difference Between Women's Sports Marketing and Traditional Sports Marketing
• Why LA 2028 Is Your Make-or-Break Moment

About the Guests:

Allyson Felix is a co-founder of Always Alpha and an Olympic track and field athlete with four Olympic appearances and six gold medals. Her advocacy for maternal protections in sports contracts transformed industry standards and sparked the creation of Always Alpha, an agency dedicated to representing female athletes authentically. In this episode, she shares her journey from Nike sponsorship to founding a talent management firm that celebrates athletes as whole people, providing strategic insights for brands seeking genuine connection with female consumers through partnership with women in sports.

Wes Felix is a co-founder of Always Alpha and a strategic advisor in sports marketing with deep expertise in athlete representation and brand partnerships. With a background in sports marketing and a personal connection to Olympic athletics, Felix drives the agency's mission to educate brands on the true value of women's sports investment and challenge outdated KPIs. His work has helped major brands like Athleta, Pampers, and Sephora discover how female athletes deliver measurable ROI and cultural impact far exceeding traditional influencer partnerships.

Cosette Chaput is the CEO and co-founder of Always Alpha, specializing in market strategy and brand education within women's sports. With expertise in identifying untapped sponsorship categories and reframing how companies approach female athlete partnerships, Cosette bridges the gap between traditional sports marketing and emerging consumer brands. Her work focuses on expanding the entire women's sports ecosystem beyond leagues and teams, creating sustainable partnerships that drive business growth and cultural visibility for female athletes.

Guest Resources:

• Wes Felix on LinkedIn
• Allyson Felix on LinkedIn
• Cosette Chaput on LinkedIn
• Always Alpha Website
• Saysh Website
• Zoë Ruderman on LinkedIn
• ADWEEK Website

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