Women’s sports finally broke through in 2024, bringing in crowds and major TV viewing audiences. Female athletes proved their financial viability and ability to draw crowds and buyers of their endorsed merchandise. Louisiana State University gymnast Livvy Dunne made $9.5 million during her time at LSU, selling goods for brands such as Vuori, making her one of the biggest beneficiaries of the NCAA’s new “name, image, and likeness” rules and making Vuori one of the hottest and fasting-growing fitness apparel challenger brands. 

However, it was also the year that men unapologetically entered women’s sports, stealing women’s trophies and demanding to be called social justice heroes for their misogyny.