For years, the term WAG - short for wives and girlfriends of professional athletes - has been used to reduce women to mere accessories to their partners’ careers. It conjured images of designer handbags, VIP suites, and sideline glamour but rarely acknowledged the power, influence, and ambition these women bring to the table. Today, that narrative is shifting.
The modern generation of NFL WAGs is breaking barriers in business, fashion, philanthropy, and sports. They’re no longer just cheering from the sidelines - they’re building brands, leading movements, and shaping the sports industry itself. With massive followings, multimillion-dollar ventures, and cultural influence that often rivals or even surpasses that of their athlete partners, these women are redefining what it means to be part of the professional sports world.
Welcome to the WAG world, where some of the most influential players in the NFL are not the athletes themselves but the women on the sidelines.
Kristin Juszczyk: The Fashion Entrepreneur Changing the Game
Kristin Juszczyk has seamlessly (pun intended) blended her passion for fashion with her love for sports. She isn’t just using the sidelines as a catwalk; she is dominating the sports fashion world with her brand - Off Season. Her journey into the fashion world began with personal projects, like transforming her husband’s jerseys into bespoke pieces, including her most viral one - the puffer. Her first collection featured the viral puffer jackets that have been worn by the likes of Taylor Swift and Brittany Mahomes. Off Season aims to redefine fan apparel and empower fans to express their team pride without compromising on aesthetics.
Courtesy of Kyle Terada-Imagn Images
Brittany Mahomes: Championing Women’s Sports
As a former soccer player herself, Brittany Mahomes knows the importance of visibility for women’s sports. Mahomes is a co-founder of the Kansas City Current, a National Women’s Soccer League (NWSL) team. As a prominent advocate for women’s sports, Mahomes spearheaded the building of the first-ever stadium built exclusively for women’s sports. Her passion and dedication to elevating female athletes and expanding the opportunities available to them have elevated the soccer world to a new level.
Beyond team ownership, Mahomes has dedicated herself to fostering a supportive environment for athletes. She has been instrumental in the development of facilities and resources that prioritize player well-being and performance. Her efforts reflect a broader commitment to gender equity in sports, as she strives to ensure that female athletes receive the recognition and support they deserve.
Courtesy of AOL
Kelly Stafford: Redefining Resilience and Advocacy
Kelly Stafford has used her platform for advocacy and connections. After undergoing life-threatening brain tumor surgery, she’s been open about her recovery and has become a voice for women navigating health challenges, motherhood, and life in the NFL spotlight through her various platforms, but especially her podcast, The Morning After with Kelly Stafford & Hank.
Through her podcast, she shares insights into her recovery, motherhood, and life transitions, offering a source of comfort and guidance for others facing similar struggles. Stafford’s openness has fostered a community of individuals who find strength in her story, highlighting the power of vulnerability and the human spirit. Her advocacy extends to philanthropic efforts, where she supports organizations focused on health research and patient support, aiming to make a tangible impact on the lives of those affected by serious health conditions.
Courtesy of Kelly Stafford's Instagram
Kylie Kelce: Not Gonna Lie, She’s Awesome
Kylie Kelce has emerged as a prominent advocate for women's sports, leveraging her experiences as a former athlete and coach to empower young female athletes. Her dedication is evident through her partnership with Dove in the #KeepHerConfident campaign, which addresses the concerning statistic that 45% of girls drop out of sports by age 14 due to low body confidence. Through this initiative, Kelce emphasizes the importance of fostering positive body image and self-esteem among young girls, encouraging them to remain active in sports. Kelce is not only a role model for young women but also an advocate for autism awareness. She has leveraged her platform to educate others and reduce the stigma surrounding autism, especially evident through her dedication and work with the Eagles Autism Foundation.
In addition to her advocacy work, Kelce hosts the podcast "Not Gonna Lie," where she shares her personal experiences beyond the realm of being a "football wife." The podcast covers a range of topics, including modern parenting, social media trends, and the challenges and triumphs of women in sports. Through candid conversations and interviews with guests from various fields, Kelce provides insights and support to women navigating similar journeys.
Courtesy of Philadelphia Eagles Instagram
Allison Kuch: Breaking the Playbook on Sports and Motherhood
Allison Kuch has emerged as one of the most relatable voices on social media for topics like motherhood and mental health following her experience with postpartum depression and anxiety. Through her social media presence and her podcast, Sunday Sports Club, Kuch puts a humorous twist on serious topics and breaks down the ins and outs of the NFL.
Whether she's offering lighthearted commentary on game days, sharing behind-the-scenes moments from her life, or discussing the challenges of balancing career aspirations with family life, Kuch has cultivated an engaged and supportive community.
Beyond personal storytelling, Kuch also uses her influence to advocate for maternal mental health, encouraging open conversations and providing a space where women can share their experiences without judgment. Her ability to connect with audiences on a deeply personal level has made her a standout figure in the sports world, proving that being a WAG is about more than just cheering from the sidelines—it's about using your platform to inspire and uplift others.
Courtesy of Allison Kuch and Sunday Sports Club Instagram
Dr. Mindy Armstead: Leveling the Playing Field in Education
Co-founder of The Armstead Academic Project, Dr. Mindy Armstead, is a force in creating academic equity. Through the foundation she co-founded with her husband, 2024 Walter Payton Man of The Year, Arik Armstead, the two have tirelessly worked to provide academic support to students who face systematic barriers to success.
The foundation offers tutoring, mentorship, and resources aimed at closing the achievement gap and empowering students to reach their full potential. Dr. Armstead's work is rooted in a deep commitment to social justice and the belief that education is a fundamental right. Her efforts have impacted countless students, providing them with the tools and confidence needed to pursue higher education and meaningful careers.
Courtesy of the Armstead Academic Project
Ciara: A Superstar Beyond the Sidelines
Known as a global music icon, co-founder of the Why Not You Foundation, and entrepreneur behind LITA by Ciara and the House of LR&C, Ciara is a business powerhouse. Ciara has successfully bridged the worlds of entertainment and philanthropy, using her platform to advocate for various causes.
Through the Why Not You Foundation, co-founded with her husband, Ciara focuses on empowering youth and providing them with the resources to succeed. The foundation supports numerous programs that promote education, leadership, and wellness, aiming to inspire young people to overcome challenges and pursue their dreams. Ciara's entrepreneurial ventures, including her fashion brand LITA by Ciara, reflect her commitment to empowerment as she seeks to create opportunities for women and underrepresented communities in the fashion industry.
Courtesy of the Why Not You Foundation
The Real 12th (Wo)Man
For decades, society has downplayed the role of WAGs in sports culture, ignoring and misunderstanding their influence. But the reality is that these women are shaping sports, media, business, and philanthropy in ways that extend far beyond their relationships.
As sports executives take note of the growing influence of female fans, these women are at the forefront - building brands, creating businesses, and redefining what it means to be part of the professional sports world.'
Edited by: Elle Chavis
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