If there is anything Clarkies love to do, it is participate in performative activism.
Performative activism is a form of activism that is done to increase one’s own social capital rather than due to genuine interest in the cause. In other words, performative activism turns attention to the “activist” rather than the cause they are supposedly supporting. For example, many people seek to “prove” they aren’t homophobic by supporting brands that utlize LGBTQ+ logos, but do little to actually support LGBTQ+ communities (such as showing up to protests, voting for LGBTQ+ rights, etc.).
You may have seen across campus many Clarkies repping the TOGETHXR brand by wearing clothing that states “EVERYONE WATCHES WOMEN’S SPORTS”. While the sentiment is there, this is just yet another way in which Clarkies are partaking in performative activism.
According to their website, TOGETHXR is a media and commerce company “founded by four of the world’s greatest athletes: Alex Morgan, Chloe Kim, Simone Manuel and Sue Bird.” TOGETHXR’s stated aims are increasing equality, diversity, and impact by advocating for increased investment, coverage, and support for women’s sports. Their website goes on to state, “With a focus on rich storytelling, TOGETHXR is an unapologetic platform where representation and equality is the norm. A place where culture, activism, lifestyle, and sports converge.”
The “EVERYONE WATCHES WOMEN’S SPORTS” t-shirt was released in December 2023, but gained popularity at the 2024 Summer Olympics when fans and athletes alike were seen throughout Paris repping the tee. As their website states, “women make up 44% of all participants in sport yet only receive less than 16% of sports media coverage.” The t-shirt is a rebellion against the sentiment that “no one cares about women’s sports” while also advocating for increased media coverage (ie. if everyone is watching women’s sports, more services should broadcast it).
Viewership of women’s sports increased drastically within the past year. Santa Brito, ESPN Press Room Reporter, states that in 2024 the Women’s National Basketball Association (WNBA) was the “most-viewed [WNBA] regular season ever across ESPN platforms: Across 24 games, the 2024 WNBA regular season on ESPN platforms averaged 1.2 million viewers, up 170 percent vs. 2023”. With big names such as Caitlin Clark, Angel Reese, and Kamilla Cardoso entering the WNBA as rookies in 2024, the WNBA gained a lot of support – especially with college-aged sports fans.
While TOGETHXR sends a great message that calls for more people to engage with women’s sports, I fear that Clarkies may have misunderstood the sentiment despite wearing it on their backs.
Clarkies rarely show-up for athletic events on campus. However, an exception is made when it comes to basketball- or at least men’s basketball. At almost every game I have attended this season for men’s basketball, the bleachers have been packed with lively fans cheering and supporting the Cougars. The same cannot be said for women’s basketball, where despite our (10-9, 2-3 NEWMAC) record the bleachers are simply meek in comparison.
This became ever apparent to me at the doubleheader that occurred on Jan 18 in the Kneller. The first game was packed with Clarkies as men’s basketball took on Massachusetts Institute of Technology. With many members of the audience sporting the TOGETHXR sweatshirt and t-shirt, I assumed that the second game may end up even more packed than the first as the women’s team was set to take on Wellesley College immediately after. I was mistaken however, as the Kneller immediately emptied as soon as the buzzer ended the men’s game.
While I believe that there are many students on campus who have genuine and sincere intentions when repping the “EVERYONE WATCHES WOMEN’S SPORTS” merchandise, one cannot be blind to the unmatched promise as they watch it literally walk away from a live women’s sports game. So I pose this “Cougar Challenge” of my own: take the advice from off your back and please, please, please watch women’s sports.
