In a world where real fans clock authenticity over hype immediately, the future of sports branding belongs to those who live the game and build with community at the center.

In this episode of The Future of Sports series, Cari sits down with Esther Wallace, founder of Playa Society, the breakout merch brand redefining what it means to connect with women’s sports fans. With no investors and no formal background in apparel, Esther built Playa Society from scratch and turned it into a cult-favorite brand worn by WNBA players and fans alike.

We dive into:

• Why the next generation of sports brands must be community-defined
• How saying 'no' became a growth strategy
• The scrappy early days: folding, bagging, barcoding it all solo
• What it really takes to tell stories fans rally behind
• How to build something fans feel seen by and show up for

Esther isn’t just selling merch. She’s building the future of what a sports brand can be: personal, real, and rooted in culture. If you're thinking about the next era of sports merch, this episode will inspire you.

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The Spread is produced by Butter Studio.