The women’s basketball boom is bigger than sports

Remember when women’s basketball was once thought of as a niche corner of the athletic world? It feels almost impossible to picture now. During the last few years, the WNBA has truly become one of the biggest success stories in sports. There are the sold-out arenas, record-breaking TV audiences, new franchises, and in-demand merch. But what's been the most exciting is watching a new generation of young female athletes become bona fide cultural icons.

Today's WNBA stars are redefining what leadership looks like. They’re helping shape conversations around personal style, relationships, motherhood, entrepreneurship, and mental health. They're showing up as complete people—something that’s often hard to do when you're a famous athlete. But by putting their whole selves out there, they’re inspiring the rest of us to think differently about what success can look like in our own lives.

That's something we've always celebrated at Glamour. Even before women's basketball became appointment viewing, we were telling the stories of the athletes moving the game forward—from honoring the 1996 U.S. Olympic women's basketball team as Glamour Women of the Year to spotlighting Angel Reese as a 2023 Glamour College Woman of the Year (look at her now!) to profiling phenoms like Sabrina Ionescu before her WNBA debut. Of course when we were planning our slate of 2025 women of the year, we couldn’t not look to the WNBA and celebrate five extraordinary basketball players as part of our class—not only for what they accomplished on the court but for the ways they used their platforms to advocate for equal pay and other key issues.

All of this makes this year's partnership with Lilly feel like a natural one.

Together, we're celebrating the unique cultural moment surrounding women's basketball while highlighting a message that feels both timely and relatable: taking care of yourself doesn't require perfection, just a willingness to get started.

Through its “Start How You Can” campaign with Caitlin Clark, Lilly is encouraging people to rethink what progress looks like. Exercise remains one of the most powerful ways to support long-term health—you already know that—but taking that first step to actually do it is often (always?) the hardest part. The campaign reminds us that everyone's starting line looks different, and that’s the point. Whether it's taking a walk on a beautiful day, finally trying the workout class that’s intimidated you, shooting hoops in the driveway with your kids, or just finding more opportunities to look up from your phone and move your body, progress starts wherever you want it to.

It's a message that mirrors what we've watched happen in women's basketball. That thousands of small steps add up to something big that eventually makes a lasting impact.

As excitement surrounding the WNBA reaches new heights, we're beyond excited to continue exploring the intersection of women's sports, culture, and health. If this remarkable era has taught us anything, it's that when women are given the opportunity to lead, inspire, and be seen, the effects extend far beyond the game.

If you'll be in Chicago on July 25, we'd love for you to join Eli Lilly and Company, Glamour, GQ Sports, and some of the biggest names in women's basketball for a celebration of the game and the community surrounding it. Hosted by legendary sports journalist Holly Rowe, the event will feature a conversation with Andraya Carter and Napheesa Collier, plus a special surprise guest. Attendance is free, but space is limited, so be sure to RSVP at this link.

We hope Glamour and Lilly’s collaboration encourages you to celebrate this incredible moment for women’s basketball and maybe even inspires you to take your own first step, whatever that looks like.

Perrie Samotin is Glamour’s digital director.