Alozie's 61% Snapchat Growth Draws Beauty Brands

Athlete-Creators Drive Brand Growth

Women athletes are increasingly adopting content creation to enhance their personal brands and secure commercial opportunities. This approach helps bridge pay gaps and expand their sports' fan bases. Companies like Togethxr, a women’s sports media and commerce firm co-founded by athletes, support this trend.

Their "Snap the Gap" initiative, now in its second year, partners with Snapchat to provide athletes with production resources and mentorship. The program aims to improve content quality and boost follower counts.

Michelle Alozie, a forward for Houston Dash and the Nigerian national soccer team, saw her Snapchat followers increase by 61% in three months, growing from 127,000 to 204,000, according to figures provided by Togethxr. This growth opens new avenues for brand visibility and partnerships.

Strategic Content Boosts Athlete Reach

Other athletes in the "Snap the Gap" cohort also achieved significant audience growth. Kyrstina Johnson, a gymnast at Temple University, increased her Snapchat followers from 650 to nearly 40,000 within the same three-month period. Mia Rogan, a distance runner at Michigan State, grew her audience from 1,600 to 53,000 followers.

Brandom Lim, Togethxr's Director of Social Media, stated that the program includes in-person "Snap schools" and monthly calls for progress reviews and advice. Alozie noted the program encouraged consistent posting, even for everyday content, which helped her build an identity beyond sports and fashion.

She previously gained significant traction by posting on Snapchat during a recent Men's World Cup, further connecting with a larger audience and making herself more available to new brands.

Sarah Nurse, a player in the Professional Women’s Hockey League (PWHL) and an Olympian, highlighted that fans discovered the league through her beauty content on platforms like TikTok and Instagram.

Expanding Market for Women’s Sports

The shift towards athletes as creators contributes to the broader growth of women's sports. Nielsen data indicates over 120 million women’s sports fans in the U.S., with more than half the population expressing interest. This engagement helps drive increased ad revenue and league value.

Andrew Perlmutter, CEO of NBA Take-Two Media, explained that the creator economy gives women athletes more control over their public image and fan engagement. This increased connection between fans and athletes provides more entry points into the sport itself, benefiting professional leagues like the PWHL, which launched two years ago.

Research from WPP found that advertisements during live women's sports events deliver 20% better results compared to non-sports cable TV broadcasts. Deloitte reported in April that elite women’s sports are projected to generate $3 billion from matchday, broadcast, and commercial revenues.

Implications for Asian Beauty Brands

Asian beauty brands can apply this creator-athlete model to their influencer marketing strategies, particularly in markets with growing sports viewership and strong social media engagement. Identifying local women athletes with emerging platforms, especially those creating lifestyle or beauty-focused content, offers a direct route to engaged audiences.

For instance, brands could partner with athletes ahead of major regional sporting events, replicating the success seen by Michelle Alozie during a recent global sporting event. Investing in mentorship programs for athletes, similar to Togethxr's initiative, could cultivate authentic brand advocates and expand reach.

This approach provides a measurable return on investment, as WPP's findings suggest higher ad efficacy in women's sports contexts. Asian beauty companies should seek athletes who align with their brand values and can authentically integrate beauty content into their digital presence, leveraging platforms like TikTok and Instagram to capture new consumer segments.