Game Face: Female Athletes Are Redefining Commerce
Future Commerce
Redefining Beauty and Empowerment in Female Sports
This chapter examines the shifting perceptions of beauty among female athletes, advocating for strength and resilience to take precedence over traditional aesthetics. It highlights the challenges athletes face in achieving recognition and financial sustenance, as well as the importance of authentic brand partnerships that resonate with their unique narratives. Additionally, the discussion explores how athletes can creatively express themselves through makeup while addressing broader issues of equity and representation in sports.
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