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At VIS, we see what happens when women build for women—the entire sports ecosystem shifts.

For decades, sport brands were built around men. Under Armour with boys’ football, Adidas with men’s soccer, Nike with running—and those legacies run deep. But now? The spotlight is on women athletes. And who better to center women athletes than women themselves.

Women live this. We know what it takes—structuring companies, crafting missions, designing gear—all with women athletes in mind. That’s how we change the culture for the better.

Here are four game-changing, women-owned companies doing exactly that: