WATCH THE DOCUMENTARY:
SUBCULTURE STUDY
DEFINITION
“WAGs” refers to the wives and girlfriends of professional athletes.
TL;DR
Everyone looks at them as accessories, but they’re the ones holding things together and living their own lives.
THE SPARK
I’ve had friends in this world reduced to clichés and I wanted to change that narrative.
Origin
​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.
RESEARCH METHODS
1
Direct
Surveys
To WAGs, Athletes, Family & Fans to explore all perspectives.
2
Onsite
Research
Sideline Access at a Liberty Football Game including participation in the "Hype Walk."
3
Social Listening
To compare the different 'levels' of WAGs; (college, professional and minor leagues.)
4
Focus Group
With two WAGs of Liberty University Football Players and their families.
WAG's 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.
Levels of WAGs: From Campus to Culture
WAGs aren’t a monolith;they exist on a spectrum.
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.
Entrepreneurial WAGs: Monetizing the Spotlight
​Women like Kylie Kelce turn sports proximity into lifestyle brands, content, and media (licensable voices for genuine partnerships.)
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.
WAGS ON THE FIELD
Regardless of status, WAGs are game-day standouts: arriving to games in looks that rep their man with confidence and flair.
Including his name on bags to show support
His photo on a button for goodluck
A whole outfit themed around HIM
Insight
Fame doesn't just change his life. It rewrites her identity without her permission.
​
The bigger the athlete, the louder the assumptions — and they all say the same thing: she's there for what she can get.
There’s a gap between the image of a WAG and the reality.
Outsiders view WAGs for who they're dating and not who they actually are.
College WAGs on Social
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.
19.2k+ views
What Gets Engagement:​
Game day outfits, getting ready videos,aesthetic/fashion elements
*19x more engagement*
VS.
882 Views
What Doesn't:​
Personal accomplishments, BTS relationship support,emotional aspects of the partnership
WHAT WAGS SAY ABOUT THEMSELVES/THEIR RELATIONSHIP
“I basically live his schedule with him. I had to wake up early because he had to leave for practice—I don’t want him to have added stress. I’m not obviously playing, but I go through everything with him.”
-Neija, 20 (Cheerleader dating Football Player)
"Being a WAG isn't just dressing up and looking pretty for games. The sport your man plays is basically his job and income so whether he performs good or gets hurt can really turn things around for your situation."
-Kiersten, 25 (Physical Therapist dating Football Player)
"I sacrifice study time every weekend, just so I can be there to support him at his biggest moments."
-Carrissaa, 25 (Trauma Nurse dating Basketball Player)
WAGS OFF THE FIELD
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
3 KEY HIGHLIGHTS
01
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.
Parallel Play
02
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.
True Team Captain
03
WAGs bond with each other, partners’ families, and coaches;building a tight-knit community that feels like home on the road.
Roster Roots
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.
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.
Pro WAG × Fidelity — Kylie Kelce
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 her degree through fame, a trial, and a media circus. The hottest girl in the room still did her homework.
What I Learned
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. For brands, real connection comes from looking past stereotypes and digging deeper.