Women's sports are gaining unprecedented momentum, but how can brands turn that growing attention into meaningful partnerships that deliver lasting cultural and commercial value? It starts with authenticity, collaboration, and a deeper understanding of the communities they serve.
In this episode of Adspeak by ADWEEK, host LaTecia Johnson, Founder and CEO of INGENIUS, brings together three Sports Marketing Leaders: Shayne Odum, Director of Global Partnerships & Media Sales at Phoenix Suns, and former Director of Corporate Partnership and Sales at Atlanta Dream; Naz Hillmon, Forward with the Atlanta Dream in the WNBA; and Connor Thompson, Senior Manager, Energy at Reebok. Recorded live at Brand Week, the conversation explores how athlete partnerships, brand collaborations, and the growing influence of women's sports are reshaping the marketing landscape.
The discussion examines why athletes are increasingly becoming media companies in their own right, how brands can move beyond transactional endorsements to build authentic relationships, and why cultural relevance requires more than simply attaching a logo to a sporting event. The speakers also explore the importance of community pillars in evaluating brand alignment, giving athletes greater control over their storytelling, and creating partnerships that reflect shared values.
What You'll Learn:
About the Host and Guest:
Naz Hillmon is a professional basketball player for the Atlanta Dream in the WNBA, currently in her fourth year with the organization. Originally from Cleveland, Ohio, and a University of Michigan graduate, Hillmon has established herself as a dynamic athlete and emerging brand partner.
Shayne Odum is the former Director of Partnerships and Sales for the Atlanta Dream and currently the Director of Global Partnerships and Media Sales at the Phoenix Suns. Shane brings a background in sports marketing and community-focused brand strategy. With expertise in building meaningful partnerships that align with organizational values, Shane shares strategic approaches to evaluating brand collaborations through the lens of community pillars: growing the game of basketball, empowering girls and women, and equity for all.
Connor Thompson is Senior Manager of Energy at Reebok, overseeing brand campaigns, product collaborations, and cultural partnerships that drive brand perception and equity. With four years at the brand, Thompson articulates Reebok's strategy of creating authentic, long-term relationships with athletes and creators rather than chasing trends.
LaTecia Johnson is CEO and Founder of INGENIUS, a platform building social commerce programs that connect brands, athletes, and creators as the media companies of the future. Her expertise centers on mapping cultural trends and evaluating the relevance and ROI of brand partnerships in the evolving creator economy.
Host and Guest Resources:
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