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hailey fitzgerald / strategist ☆
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entry no. 1.
Wives & Girlfriends of Athletes
This project is a subculture study on wives and girlfriends of athletes.
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DEFINITION
“WAGs” refers to the wives and girlfriends of athletes.
TL;DR
Everyone looks at them as accessories, but they’re the ones holding things together and living their own lives.
My Spark
I’ve had friends in this world reduced to clichés and I wanted to change that narrative.
What's a Wag?!?
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The term WAGs was popularized during the 2006 World Cup, when high-profile partners like Victoria Beckham dominated tabloids and defined the image of the athlete’s glamorous other half. Since then, women like Ayesha Curry have evolved that role into full-fledged personal brands and cultural influencers in their own right.
wagtalk
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I started by exploring all perspectives and immersing myself in WAG's experiences.
Research Methods
Direct Surveys
To WAGs, Athletes, Family & Fans to explore all perspectives.
Onsite Research
Sideline Access at a Liberty Football Game including participation in the "Hype Walk."
Social Listening
To compare the different 'levels' of WAGs; (college, professional and minor leagues.)
Focus Group
With two WAGs of Liberty University Football Players and their families.
How WAGs Show Up in the World
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juicytalk
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WAGs are widely questioned in the public eye , they get hate tweets, become memes and motives are questioned.
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THE CHALLENGE
WAGs get treated by the public like arm candy, but behind the scenes, they're basically running the whole operation.
This stereotype dismisses the real work of sustaining high-stakes partnerships, erasing recognition for their essential contributions.
HOW?!
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What Gets Engagement: Game day outfits, getting ready videos, aesthetic/fashion elements, *19x more engagement*
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How WAGs Show Up on Social (Case Study)
Kiersten (@kmalec12) · 10k+ Followers on TikTok
The most attention goes to the glamorous posts like “getting ready” posts, instead of the personal wins—like hitting a new workout goal.
★ the winner ↓
19.2k views
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What Doesn't: Personal accomplishments, BTS relationship support, emotional aspects of the partnership
~ the overlooked ↓
882 Views
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THE REALITY
Regardless of status, WAGs are game-day standouts: arriving to games in looks that rep their man with confidence and flair.
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Including his name on bags to show support
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WAGs on the Field
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His photo on a button for goodluck
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A whole outfit themed around HIM
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Campus to Culture
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01 ★
College WAGs: The Future of Influence
College WAGs are known for themed game-day outfits and lifestyle content around their S.O., helping build brand trust with Gen Z.
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02 ★★
Entrepreneurial WAGs: Monetizing the Spotlight
Women like Kylie Kelce turn sports proximity into lifestyle brands, content, and media (licensable voices for genuine partnerships.)
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03 ★★★ 👑
Pro WAGs: Celebrities in Their Own Right:
Stars like Megan Thee Stallion leverage sports ties to amplify fame, pulling pop culture audiences into multi-category campaigns.
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THE REALITY
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WAGs off the Field
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xoxo ♡
WAGs might be misunderstood, but beyond the noise, they’re the ones holding it all together, balancing life behind the scenes while doing far more than anyone sees.
Watching over his little siblings during game time
Getting her master's degree on the side
Still showing up even after a tough loss
THE GAP
There’s a gap between the image of a WAG and the reality.
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Outsiders view WAGs for who they're dating and not who they actually are.
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Key takeaways ✦ from the project
The highlights
01 ★
Parallel Play: WAGs move in sync with their partners by sharing daily routines: like early wake-ups for practice, matching workouts and diets, and prepping for road trips, all behind the scenes.
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True Team Captain: WAGs often take on unseen caretaker roleslike;managing schedules, prepping meals, or taking care of little siblings, so their partners can perform at their best.
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Roster Roots: WAGs bond with each other, partners’ families, and coaches;building a tight-knit community that feels like home on the road.
A WAG's Impact
Being a WAG means navigating the pressures of a partner’s career while balancing your own identity: revealing the invisible labor, unequal spotlight, and need to challenge stereotypes.
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How Brands Can Step In
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Here are some brands that can step in at every level, because she's not an accessory, she's a franchise.
College WAG × LinkedIn: She's not waiting on a draft pick. She's got her own offer letter coming.
Three kids, a degree, her own platform; built while they watched him. Fidelity backs the plan she already had.
Celebrity WAG × Megan Thee Stallion — Duolingo: She earned a degree through fame, a trial, and a media circus. The hottest girl in the room still did her homework.
What I Learned
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This project let me explore a personal passion while getting a deeper look into sports culture and the friends I have in it. It showed me how easy it is to rely on surface-level assumptions, and how much you miss when you do.