Coach launched its multiyear partnership with the Women’s National Basketball Association on Monday, styling five athletes for the orange carpet of the 2025 WNBA Draft. As a result, the brand gained $1.6 million in media impact value, based on a report from Launchmetrics. MIV is a unique metric that quantifies marketing strategies in print, online, and social media by assigning a real monetary value to them to evaluate return on investment.
Paige Bueckers, Hailey Van Lith, Aneesah Morrow, Sonia Citron, and Kiki Iriafen showcased personalized Coach outfits and accessories at the event. The report indicates that Bueckers was at the forefront of the online discussion, as the WNBA’s Instagram post showcasing her outfit created $145,000 in MIV within 48 hours.
Bueckers donned a tailored three-piece suit adorned with crystal details at the 2025 WNBA Draft, where Van Lith showcased a custom silk tulle and chiffon gown; Morrow sported a custom Coach leather blouson jacket paired with a strapless dress; Citron wore a bespoke wool jacket and miniskirt, while Iriafen carried a vintage Mini Tabby handbag in gold patent leather.
Coach and the WNBA revealed a multiyear partnership “focused on promoting bold self-expression through basketball and more,” as stated by the sports organization. Coach is anticipated to take part in significant WNBA events like the All-Star Game, and will also act as the presenting sponsor of WNBA Pride, a platform the league introduced in 2014 that supports the LGBTQIA+ community.
“This collaboration with the WNBA goes beyond merely entering the sports arena; it represents a significant convergence of brand objectives,” stated Todd Kahn, CEO of Coach, as noted by WWD earlier. “Through this partnership, Coach is dedicated to backing the transformative impact of women’s professional sports and the significant role these athletes have in society.” We are excited to collaboratively craft impactful experiences that connect profoundly with both fans and consumers.
The orange carpet has quickly become a hallmark of the WNBA Draft, evolving into a platform not just for fashion, but for cultural expression, brand visibility, and personal storytelling. This year, the involvement of Coach elevated that platform further, injecting luxury fashion into the heart of women’s sports and reaching audiences far beyond the traditional basketball fan base.
The $1.6 million in media impact value generated by Coach’s activation at the 2025 draft signals a growing trend: brands are increasingly recognizing the market power and cultural relevance of WNBA athletes. These athletes are not only stars on the court—they’re influencers, style icons, and voices of a new generation.
Leading that charge is Paige Bueckers. As one of the most anticipated draft picks, the former UConn star has long commanded attention for her performance and presence alike. Her three-piece suit, shimmering with crystal embellishments, made an immediate splash on social media and in fashion circles. Within two days, a single Instagram post from the WNBA’s official account showcasing her look had earned $145,000 in MIV, making her the highest-impacting athlete from the event in terms of fashion-related media buzz.
The attention surrounding Bueckers’ look highlights how women athletes are embracing their platforms to explore individuality, femininity, and empowerment in bold new ways. Coach’s choice to dress her in a nontraditional, sharp, and sparkling suit symbolized not only a stylistic departure but a statement about strength and versatility.
Meanwhile, Hailey Van Lith’s flowing chiffon gown added a contrasting note of elegance, underscoring the diverse personal styles represented by the athletes. Aneesah Morrow’s leather jacket ensemble bridged sport and street fashion seamlessly. Sonia Citron’s classic wool pairing, and Kiki Iriafen’s vintage Mini Tabby handbag in gold patent leather, rounded out a collective that spoke volumes about the intersection of athleticism and fashion-forward femininity.
According to Launchmetrics, the media buzz generated from this Coach x WNBA showcase extended across numerous platforms, with key coverage coming from mainstream fashion publications, sports media, influencers, and fans. The cross-section of audience engagement—from diehard basketball enthusiasts to luxury fashion followers—illustrates the effectiveness of tapping into the WNBA’s growing cultural relevance.
As part of its multiyear deal, Coach will also be front and center during the WNBA All-Star Game and other tentpole events throughout the season. This includes WNBA Pride, an initiative that supports and celebrates the LGBTQIA+ community through curated activations, community outreach, and awareness campaigns.
Coach’s investment in the WNBA marks a broader shift in brand strategy, especially in the fashion and lifestyle space. More companies are seeing women’s sports as a fertile ground for authentic storytelling, diversity representation, and untapped marketing potential.
For the WNBA, this collaboration fits squarely within its vision of empowerment and representation. The league has consistently championed social causes, community engagement, and athlete individuality. Its partnership with Coach only reinforces that commitment—giving athletes new tools to showcase who they are beyond the jersey.
In recent years, the WNBA has steadily grown its visibility, aided by increased media coverage, higher attendance, expanded digital content, and strategic partnerships. The 2025 draft, held at the Brooklyn Academy of Music, featured not only top-tier basketball talent but a renewed emphasis on the cultural relevance of its stars.
Industry analysts have noted that partnerships like this are likely to become more common as brands seek deeper alignment with athletes whose values and influence extend well beyond the court. Paige Bueckers, for example, has been featured in various national campaigns and already holds significant name recognition—making her a valuable brand partner.
As the season approaches, more collaborations between Coach and WNBA athletes are expected. Todd Kahn’s comments about crafting “impactful experiences” hint at forthcoming campaigns, limited-edition merchandise, and possibly community-based events that align with both organizations’ missions.
Beyond fashion, these strategic partnerships underscore a broader message: women’s sports are not a niche—they are central to the future of marketing, culture, and social influence. As brands like Coach continue to invest, the impact on athlete visibility, league growth, and fan engagement will likely be substantial.
In the aftermath of the 2025 WNBA Draft, the social media timelines were flooded not just with draft results, but with style recaps, interviews, behind-the-scenes content, and fan reactions. This fusion of fashion and sports—exemplified by the Coach partnership—creates richer narratives that resonate with wider demographics.
For many fans, seeing their favorite athletes confidently represent themselves in high fashion is a source of pride and inspiration. For Coach, it’s a powerful avenue to reach a dynamic, socially aware, and loyal consumer base. And for the WNBA, it’s another milestone in its ongoing evolution into a cultural powerhouse.
With the season on the horizon, all eyes will be on how Coach and the WNBA activate this partnership moving forward. From orange carpets to championship runs, the fusion of fashion and hoops appears to be just getting started.
