Togethxr, the lifestyle brand and media company built around women’s sports, has tallied $6 million in revenue from its “Everyone Watches Women’s Sports” merchandise line in calendar year 2024. That total is double the mid-year revenue from June 2024, which included selling 20,000 units—T-shirts, tote bags and hoodies—in a three-day stretch towards the end of the women’s NCAA basketball tournament in early April.
Founded by current and former athletes Sue Bird, Alex Morgan, Simone Manuel and Chloe Kim, as well as chief content officer Jessica Robertson, Togethxr is funded and operated by Magnet Companies, a private equity-backed holding company.
Robertson said that in 2023, Togethxr challenged itself to create a unifying theme that resonated with the current generation of women’s sports fans while paying homage to those who paved the way for the modern era. The EWWS tagline—“the right anthem at the right time on the right product in the right market”—was the result.
“We wanted a unifying statement on a very premium product … that was also unisex,” Robertson said in a phone interview. “It didn’t feel overly gendered in any particular way, because fans are fans. And we understood that the women’s sports space, especially on the consumer product side, is severely under-tapped. It’s a very big white space.”
A point of inspiration for Togethxr’s apparel line was the WNBA’s orange hoodie, which quickly became a best-seller for the league as well as a symbol of support for women’s sports. Like the WNBA hoodie, “Everyone Watches Women’s Sports” T-shirts rode the groundswell of celebrity fandom, with star athletes like Serena Williams and Stephen Curry as well as Hollywood stars Jason Sudeikis and Aubrey Plaza sporting them.
The slogan even made it to the highest office in the land in September when former President Joe Biden included it in his speech during NJ/NY Gotham FC’s celebratory visit to the White House for winning the 2023 NWSL title.
The EWWS apparel line may be the primary mover for Togethxr, but other areas of the company trended upward in 2024. Its daily newsletter, Togethxr’s Inner Circle, has grown by 282% year-over-year with a reported 39-42% open rate, far above the industry standard. Additionally, the company has 2.25 million TikTok followers, the most among women’s sports media outlets, and a global reach of more than 3.5 million followers on all its social media platforms.
On the media side, Togethxr has continued to make headway in storytelling, producing documentaries distributed by Prime Video, as well as co-developing A Touch More, the production company owned by Sue Bird and Megan Rapinoe that houses their popular podcast by the same name.
The company also boasts long-term partnerships with T.J. Maxx and Aflac, and it worked with Nike to design sneakers that were showcased by USC’s JuJu Watkins and UConn’s Paige Bueckers during their high-profile matchup back in December.
In the lead-up to this year’s March Madness, Togethxr will have new brand activations and original content for its coverage of the tournament. While Robertson did not disclose which brands the company is working with, she remarked that last spring’s tournament was a major turning point for both Togethxr and women’s sports media.
“We’re only anticipating that to grow this year,” she said. “You’re going to see sort of that replication across all the major women’s sports tentpole events, not even just here in North America, but globally, in 2025.”
As Togethxr continues to grow as a brand, Donald Trump’s return to the White House has brought more intense debate over participation in women’s sports and compelled some businesses to change their approach to diversity, equity and inclusion—all of which are core to Togethxr’s mission. However, Robertson says the company remains focused on its purpose—to provide and advocate for equitable coverage and investment into women’s sports.
“It’s our job to … protect our community and protect these athletes,” Robertson said, “and to continue to champion them, but also continue to drive investment in the space, which ultimately will continue to protect them over time.”
