It’s no secret that women’s sports are surging. WNBA viewership is up over 200% since 2022, and ticket sales for 2024 already shattered records. This highly engaged, beauty-conscious audience is 44% women, with 32% of viewers aged 35-54—a prime demographic for prestige and mass beauty brands.

Experiential marketing isn’t just making a comeback—it’s becoming a must-have strategy for brands looking to drive real consumer engagement, social media virality, and long-term loyalty. In 2025, brands that invest in immersive activations aren’t just creating moments; they’re generating massive ROI.

Nike’s partnership with Kim Kardashian’s SKIMS isn’t just a collaboration—it’s a statement. With a focus on fit, function, and female athletes, this move signals Nike’s ambition to redefine performance wear for women.

If your brand isn’t showing up where fans, athletes, and culture collide, you’re missing out on serious exposure. Here are the top 3 sports events where beauty and sportswear brands should be activating this year.