Recorded live at the Marketecture Live Conference in New York City, this episode brings together Cosette Chaput, CEO & Co-Founder, Always Alpha; Allyson Felix, Co-Founder, Always Alpha; Wes Felix, Co-Founder, Always Alpha; and Zoe Ruderman, Chief Content Officer, ADWEEK, to unpack how female athletes are reshaping brand strategy, storytelling, and ROI.

From breaking outdated sports marketing models to building authentic athlete-driven campaigns, this conversation dives into why brands need to rethink their approach now, before the window closes ahead of LA28.

Takeaways
- Women’s sports is a high-growth business, not a trend, delivering strong and compounding ROI.
- Traditional sports marketing models were built for men and do not translate effectively to female audiences.
- Brands miss the mark by targeting male audiences instead of engaging female consumers authentically.
- Female athletes outperform influencers in engagement and trust despite having smaller followings.
- The biggest opportunity lies in storytelling. Female athletes bring relatable, real-life narratives that drive deeper connection.
- Waiting until major events like the Olympics is too late. Effective campaigns require long-term buildup.
- Investment in women’s sports is currently top-heavy, creating sustainability risks if the broader ecosystem is not developed.
- Brands that win collaborate with athletes as partners, not just endorsers.
- Categories like beauty are leading the way, while sectors like finance and automotive still lag behind.
- The window of opportunity is open but closing fast as competition and valuations rise.

Chapters
00:00 Introduction to the session and why women’s sports matter now
00:56 The origin story of Always Alpha
02:43 The problem with one-size-fits-all athlete representation
03:18 Why women’s sports is still misunderstood as a trend
04:40 Why traditional sports marketing does not work for women
05:32 Looking ahead to LA28 and the future of brand investment
06:19 The risk of a women’s sports bubble
08:15 What brands should be doing differently by LA28
09:08 The power of 360 storytelling in women’s sports
10:15 Authenticity and relatability as marketing advantages
11:23 What brands are getting wrong today
12:39 Why storytelling beats templated campaigns
14:05 Female athletes vs influencers, engagement and impact
15:19 ROI in women’s sports and brand trust
16:07 The education gap with brands entering sports
16:59 Why brands need to act now
17:26 Categories leading the way (beauty, retail)
18:17 Opportunities in underrepresented industries
19:00 How Always Alpha defines success today
20:17 What is driving optimism for the future
23:05 Closing remarks