DICK'S Sporting Goods Launches Groundbreaking Documentary Series Celebrating Women's Sports

DICK'S Sporting Goods Launches 'Life In the W' Documentary Series

In a significant move to promote women's sports, DICK'S Sporting Goods has unveiled the documentary series titled 'Life In the W', produced by its in-house studio, Cookie Jar & A Dream Studios. Set to premiere on ESPN on July 24, this six-episode series shines the spotlight on three prominent WNBA athletes: A'ja Wilson of the Las Vegas Aces, Napheesa Collier of the Minnesota Lynx, and DeWanna Bonner of the Phoenix Mercury.

The debut of 'Life In the W' coincides with the WNBA's celebration of its 30th season, highlighting a remarkable milestone for women's basketball. According to DICK'S, this series aims to provide an intimate look at the lives of these players during a pivotal year for the league and its athletes.

Filmed during the latter half of the 2025 WNBA season, the documentary captures the essence of what it takes to succeed at the highest level of women's basketball. It explores the challenges, triumphs, and dedication of Wilson, Collier, and Bonner as they grapple with both career-defining moments and personal milestones. The series promises a balanced narrative, offering multiple perspectives on the players' journeys: a groundbreaking superstar, a leader shaping the future of the league, and a veteran champion chasing yet another title.

Mark Rooks, the VP of Creative, Sponsorship & Entertainment at DICK'S, expressed, "Telling the stories of A'ja Wilson, Napheesa Collier, and DeWanna Bonner in 'Life In the W' embodies our creative aspirations. As long-time partners with the WNBA, we consider it a privilege to provide behind-the-scenes access to the league and its stars."

DICK'S Sporting Goods began its partnership with the WNBA back in 2021 and has since expanded its involvement. The release of 'Life In the W' marks a one-year anniversary of an agreement that secures DICK'S status as the Official Sporting Goods Retailer and Marketing Partner of the league until 2028. Notably, the expansion also includes a partnership with the Jr. WNBA, an initiative focused on encouraging young girls to engage with basketball in healthy and supportive environments.

The collaboration between the series and DICK'S runs deeper than just the documentary. All three featured athletes have actively participated in various campaigns and initiatives alongside the brand, underscoring DICK'S dedication to advancing women's sports. Their retail partnership includes promoting Wilson's signature line of basketball shoes, comprising of the highly popular Nike A'One and A'Two models, which are among DICK'S top-selling products in the women's category.

Rebecca Covington, Senior Director of Creative Production at DICK'S, articulated her excitement for the series, saying, "There couldn’t be a more fitting moment to premiere 'Life In the W'. It's a tremendous honor to be entrusted with telling the full story of these athletes both on and off the court. We are privileged to support trailblazers like Wilson, Collier, and Bonner—individuals who are laying the groundwork for future generations of players."

Produced in partnership with UNINTERRUPTED, a company co-founded by LeBron James, 'Life In the W' aims to offer viewers unparalleled insight into the athletes' personal and professional lives. The series will kickoff with its first two episodes on Friday, July 24 at 10 P.M. EST on ESPN2, leading into the ATT WNBA All-Star Weekend. Following this, the subsequent four episodes will air on July 25 and 26 in two-episode blocks. All episodes will also be available through the ESPN app for subscribers of the ESPN Select plan.

In addition to the series, DICK'S will maintain its presence at the WNBA Live event presented by AWS, continuing to showcase the league’s top talent and engage fans in unique experiences, including on-court activations and the opportunity to try out Nike and Jordan footwear. For DICK'S Sporting Goods, the commitment to women's sports goes beyond just this documentary; it is part of their ethos as an organization dedicated to empowering athletes and enhancing lives through the unifying power of sports.

About DICK'S Sporting Goods

Founded in 1948 and headquartered in Pittsburgh, DICK'S Sporting Goods is an omni-channel retailer known for inspiring and supporting athletes of all abilities. With a broad range of retail banners, including Golf Galaxy and Public Lands, DICK'S also owns and operates GameChanger, a mobile platform for youth sports. Its initiatives typically range from supporting under-resourced teams to facilitating community-based athletic programs, showcasing their firm belief in the transformative impact of sports.