Sophie Cunningham came under fire following her July 21 profile with ESPN. The WNBA star’s comment, “I want to protect young girls in a locker room, or young girls in sport who shouldn’t have to go against biological men,” when asked about trans athletes competing in women’s sports sparked a debate that’s still far from dying down. Despite the backlash, Cunningham has stood by her comments, and it’s that attitude that has won over a section of fans and now a new brand partnership.
The Indiana Fever star has landed a deal with Once Upon A Coconut, one of America’s fastest-growing coconut water brands. John Chiorando, Founder and CEO of the beverage company, supported Cunningham and said his company partnered with her precisely for the Fever guard’s conviction in her beliefs.
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“For Once Upon A Coconut, the partnership also reflects a broader commitment to celebrating individuals who have the courage to be themselves, while still showing respect, love, and enjoying life,” Chiorando said in their statement.
Sophie Cunningham took to Instagram to post about her latest collaboration, with the caption “Sip happens, stay hydrated.” She posted multiple pictures in her promotional post that featured her in Adidas gear and a cream lounge set. Following the news, fans across social media rallied behind the guard.
Since Cunningham has arrived in Indiana, she has become an endorsement darling for brands. She has partnered with brands like Arby’s & Marriott Bonvoy, Sun Cruiser, Mad Hippie, Adidas, and more. In fact, in July, Cunningham got her first-ever player-exclusive (PE) colorway of the Adidas Crazy Energy.
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However, Once Upon A Coconut isn’t the only brand that found Cunningham’s resolve so impressive. Following the massive backlash Cunningham received from the part of the fan base that didn’t agree with views XX-XY apparel founder and CEO Jennifer Sey voiced her support for the guard.
“She’s the perfect person for us. We have wanted to work with her for such a long time. It’s not just that she’s a fantastic athlete and she’s a currently competing professional athlete, she’s just got such an incredible personality,” Sey said on July 24, in a conversation with Fox News Digital.
The XX-XY even organized the third rally in support of the WNBA veteran outside Target Center in Minneapolis. Following the two back-to-back rallies in Seattle and Toronto, fans showed up, and counter-protestors showed up ahead of Indiana’s game against league leaders, the Minnesota Lynx.
Sey herself met with Cunningham ahead of the game, joining the Fever guard and activist Riley Gaines for some courtside pictures. Last week, Sey revealed to Front Office Sports that their association with Sophie Cunningham boosted their sales sixfold.
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Cunningham might have attracted a lot of controversy since July, but it has also resulted in a massive expansion of her fan base. Despite not matching the numbers of her teammate Caitlin Clark or being in the MVP conversation, the Fever star is third in the league in fan following on Instagram (3.9 million), only behind Angel Reese and Caitlin Clark.
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