February’s Power Plays
The business, fashion, and power shifts that shaped the game last month.
This month was a rollercoaster of emotions— sad tears, happy tears, frustration, breakthrough moments, and awe. Here’s what went down:
Project B is Giving Women’s Basketball a Face Lift
Former WNBA champion and Project B Chief Basketball Officer Alana Beard has been actively using social media to share her vision for reimagining the $2.6 trillion sports industry through Project B. In recent posts, she outlined a model that centers basketball while building a fully immersive experience around it, drawing comparisons to Formula 1 and its multi-day city takeovers. Beard described a two-week activation approach that blends competition, culture, luxury, and community, emphasizing that players will be true partners at every step and that the standard will be five star at every level. Basketball remains the core, but experience is the differentiator shaping what comes next. Project B has announced Tokyo, Japan as the location of its first major event for its inaugural season.
Unrivaled: The Season Nears Its Climax
As the inaugural Unrivaled season nears its close, the intensity is matching the moment. The “young” Breeze silenced the noise by taking down the Rose, a team that had been vocal about their inexperience. But as Paige Bueckers said herself, age doesn’t matter when the ball goes up — and she proved it. On the other side of the bracket, Vinyl handled business with an 82–69 win over the Laces, punching their ticket alongside Breeze to the semifinals in Brooklyn on March 2 for the league’s debut in NYC.
The night also marked a defining individual moment as Bueckers was named First Team All-Unrivaled. In an emotional presentation, the league commissioner teared up while sharing a personal story about her children recognizing Bueckers’ name and impact, a reminder that the league’s next era isn’t just performing on the court, but resonating far beyond it.
Lexie Hull Announces Her New Skincare Brand, FORTA
Lexie Hull announced the launch of FORTA (For The Active), a new beauty brand she co-founded with her former Stanford roommate and best friend, Sarah Guller. Inspired by long days spanning private equity to the WNBA, they struggled to find makeup and skincare that actually lasted through workouts, travel, and packed schedules—so they built their own.
After years of testing, refining, and soft-building behind the scenes, FORTA is officially coming soon. The brand is currently looking for ambassadors who represent the athlete–entrepreneur lifestyle it was created for.Lexie Hull Announces Her New Skincare Brand, FORTA
Lexie Hull announced the launch of FORTA (For The Active), a new beauty brand she co-founded with her former Stanford roommate and best friend, Sarah Guller. Inspired by long days spanning private equity to the WNBA, they struggled to find makeup and skincare that actually lasted through workouts, travel, and packed schedules—so they built their own.
After years of testing, refining, and soft-building behind the scenes, FORTA is officially coming soon. The brand is currently looking for ambassadors who represent the athlete–entrepreneur lifestyle it was created for.
A’ja Wilson Going on Tour with Nike in Europe
A’ja Wilson is taking her influence overseas, partnering with Nike for a European tour that continues to expand her presence on a global stage starting March 2nd - 8th. The activation places her directly in international markets, connecting with young athletes and basketball communities beyond the U.S. Recently, Angel Reese did the same in Australia with Reebok, reinforcing how women’s basketball players are building global brand equity through international tours and community engagement.
Women’s Basketball & High Fashion Crossover
Caitlin Clark was spotted front row at the Fall/Winter 2026 show for Prada in Milan, continuing her positioning at the intersection of sport and luxury. Meanwhile, Paige Bueckers fronts Coach’s Spring campaign, built around the theme “Explore Your Own Story,” reinforcing how women’s basketball players are becoming narrative drivers in global fashion campaigns.
Stewie Going Overseas: What This Means for the WNBA Season
Fans raised eyebrows when Breanna Stewart announced she would join Fenerbahçe for the EuroLeague Women Final Six from April 15–19 under the league’s playoff roster rules.
The move sparked questions about the upcoming WNBA season, Unrivaled’s schedule, and whether it signaled concern over a potential strike amid CBA negotiations. As it stands, the timing does not suggest disruption. Unrivaled will be complete, and provided Stewart reports to WNBA training camp on schedule, there is no direct conflict.
Brittney Griner’s Documentary Premieres at Sundance
Brittney Griner premiered The Brittney Griner Story at the Sundance Film Festival, directed by Alexandria Stapleton.
The film follows why she played overseas despite being one of the best in the world, the reality of her detainment in Russia, and the negotiations that ultimately brought her home. Featuring her wife Cherelle and close family, the documentary centers her lived experience and the human cost behind the headlines.
In a teaser shared on Instagram, Griner unboxes belongings returned from her Russian apartment two years after her release, including her wedding ring and personal photos. In one emotional moment, she holds a cooking utensil from prison and reveals it was also used to burn her, becoming visibly overwhelmed on camera.
ULTA Beauty Enters the WBB Group Chat
The beauty industry’s attention on women’s basketball just intensified. Following investments from Glossier and Sephora, Ulta Beauty has officially launched the Ulta Beauty Roster, its largest commitment to women’s sports to date.
The initiative aligns the brand with the power and influence of female athletes, including Dearica Hamby, and centers both the mental resilience and physical strength that define today’s competitor.
WNBA Revenue Sharing Triggered
For the first time in league history, the WNBA generated enough revenue in 2025 to trigger revenue sharing with players under the 2020 CBA. The league will distribute $8 million directly to active players, with another $8 million allocated to league marketing agreements, according to the WNBPA. Union leadership called the milestone proof of the league’s growth and validation of the players’ push for a larger share moving forward.
In addition, $9.25 million in licensing revenue from jersey sales, trading cards, video games, and merchandise generated since 2020 will be distributed to more than 250 players, with payments based on years of service.
The announcement comes amid tense negotiations over a new CBA set to begin in 2026, with revenue sharing and salary cap structure remaining key sticking points. Players have authorized a strike if necessary, though both sides continue to meet as the May 8 season opener approaches.
Rickea’s Control in the Chaos
When news previously surfaced that Rickea Jackson’s boyfriend had been taken into custody following a trial, it quickly became part of the public conversation around her, whether she invited it or not. It was personal, it was heavy, and it circulated beyond basketball.
What followed was telling. Jackson returned to Unrivaled shortly after the proceedings and dropped 22 points on 9-for-18 shooting, leading Breeze with the same poise and offensive control she’s known for.
Performing at that level while carrying personal weight requires a different kind of mental discipline — and she showed exactly that.