For quite a while, one of the main business strategies for marketing to women was “Shrink It and Pink It,” and sports gear and fanwear were no exceptions.
Shrink It and Pink It
I have always been frustrated when my brother wants a football jersey, and I want the same player’s jersey, yet his options come in team colors and my only options are pink and usually include rhinestones. Just because I’m a female doesn’t mean I don’t want to support the team in their colors. As it turns out, this happens with a lot of women. The marketing view has long been to “you women,” with advertisers not realizing we would rather buy from “us women.” As more women begin to sit in on these marketing meetings, the men are starting to hear that pink isn’t every female’s favorite color, especially when she’s trying to cheer on her team, something that the Huffington Post was happy to see a closing of as well.
Not Just Gear
Although I wish the gender stereotyping were limited to just the clothing or even left in the past, this definitely isn’t the case. In 2015, the Tampa Bay Buccaneers launched a section of their website especially for their female fans. This new section of the website included style tips for gameday and how to incorporate the team’s colors into their wardrobe, recipes for Pinterest-worthy tailgates and tips on how to share their game-day favorites on Pinterest. Thankfully, women saw this website as the lame attempt that it was and the Buccaneers took the website down shortly thereafter.
The Rest of Us
As for the rest of us, we’re stuck with finding jerseys that fit us like we’re guys or t-shirts that don’t come in team colors.