Playa Society Has Dominated the WNBA Apparel Landscape. Could Footwear Be Next?

In WNBA circles, you’d be hard pressed to find a brand hotter than Playa Society. “Put whatever Rhyne Howard wants in a box. She has the best Playa Society collection ever,” Esther Wallace, founder of Playa Society, said about the Atlanta Dream star with a laugh.  While Howard was window shopping the Playa Society booth at WNBA Live, the two-day fan festival held at the Phoenix Convention Center during 2024 WNBA All-Star Weekend late last month, Wallace was speaking with FN about the brand’s exclusive product drop for the event and what the future holds. As for the drop, Playa Society released a Team USA women’s basketball T-shirt featuring its star-studded roster, a lineup that includes two FN cover stars: A’ja Wilson and Breanna Stewart. The shirt was fitting, as Team USA — in its last game before heading off to compete in the Paris Olympics — was set to take on the WNBA All-Stars at the nearby Footprint Center just 48 hours later. (Team USA dominated Australia on Aug. 9 to advance to the gold-medal game.) As expected, the shirt was a hit. Not only did Playa Society sell three times the amount of product overall that it did during its activation at 2023 WNBA

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