There are two kinds of fouls that take place at NBA games: one happens on the court and the other inside stadiums’ merch stores.
We’re talking about the foul selection of women’s sports apparel, which usually consists of a few shrunken, sometimes pink (and frankly fugly) versions of the men’s options.
Danielle Snyder found herself confronting this issue in 2021, when she — a woman with spirit but also taste — couldn’t figure out what to wear to a Golden State Warriors game and ended up DIYing her own outfit, per The New York Times.
When her creations started catching the attention of other fans, she realized she wasn’t the only one yearning for more stylish game day apparel and eventually turned her passion project into DannijoPro, a sports brand for fashionable girlies.
Nothing but net (and knits)
The brand’s fanwear comes in crocheted, bedazzled, chambray, and cropped styles, priced from ~$100 to $400+ and, thanks to an NBA licensing deal, emblazoned with team logos and names.
Two years since launching, DannijoPro has collaborated with brands like Gap and Revolve, and is now sold at multiple stadiums across the country, including Madison Square Garden, where its sales are up 150% YoY, per NYT.
It’s become a hit among the growing league of women sports fans, worn by celebrities and WAGs from Brooke Shields to Ayesha Curry.
A win for female fans
Despite representing one of the industry’s fastest-growing segments, women sports fans are an underserved consumer base within the $36B sports merchandise market.
- While ~72% of women identify as avid sports fans, 66% of women in a 2025 study said sports orgs don’t understand or appeal to them.
- In a survey by Klarna, 79% of female sports fans said they’d buy more merch if there were better options, with 28% reporting trouble finding styles they liked.
In 2024, Front Office Sports referred to the women’s sports merch market as a “supply desert.” Like DannijoPro, other brands are now starting to fill that space.
- Some are addressing the void of merch for women’s sports teams in particular, like Playa Society, which offers styles for WNBA and NCAA fans, and Dead Dirt, a seven-figure business hawking soccer jerseys for the NWSL.
- Popular retailers like I.AM.GIA are pushing sporty aesthetics ahead of the World Cup.
As for the stans who don’t resonate with what limited merch has become available (or don’t want to pay hundreds for them), knitting your own sports swag is also an option.
