Can the basketball court be a springboard to the world’s most prestigious runway? On October 15, 2025, we found out the answer is yes. Angel Reese, basketball star from Chicago Sky, made history as the “first professional female athlete in a Victoria’s Secret show.”
This was no ordinary debut. Within just 24 hours of the show, social media exploded—299,849 engagements is a number that speaks for itself. Suddenly, everyone was talking about the same thing: has the fashion world just changed forever?
Angel Reese on the Victoria’s Secret runway – from the court to the spotlight
The truth is, this moment is more than just a marketing ploy. It’s a cultural breakthrough that bridges two worlds—sports and high fashion—in a way we’ve never seen before. Angel Reese didn’t just put on angel wings. She rewrote the rules of the game.
Why does it matter so much? Because finally, someone said out loud what had only been whispered behind the scenes—that an athlete’s body can be just as beautiful and desirable as a traditional model’s figure. That muscles aren’t an obstacle, but a new definition of femininity.
This article will take you on a journey through three key themes of this breakthrough:
- The history of Victoria’s Secret and why this brand needed such a revolution
- Angel Reese’s branding strategy – how a basketball player became a style icon
- Cultural reactions and what this debut means for the future of the industry
I won’t hide it – I’m fascinated by how a single show can transform the perception of an entire industry. Or perhaps even more – it can change the way women see their own bodies and possibilities.
Before we explore the path to this breakthrough, let’s go back to the beginning…
The genesis of change – the evolution of Victoria’s Secret and Reese’s journey
Imagine the contrast – in 1995, Victoria’s Secret stepped outside its stores for the first time, hosting a modest show for just a handful of people. Thirty years later, in 2025, the brand returns to the runway after a six-year break with a completely new philosophy.
| Parameter | 1995 show | 2025 show |
|---|---|---|
| Year | 1995 | 2025 |
| Number of models | 12 | 45+ |
| Viewership | 200,000 | 15,000,000 (estimated) |
| Slogan | “Angelic perfection” | “Every woman is beautiful” |
This six-year gap between 2019 and 2025 is the key to understanding why this year’s show is so significant. Victoria’s Secret had to completely reinvent itself after a reputational crisis. The old beauty standards no longer worked.
At the same time, Angel Reese was building her sports legend:
• 2020 – Debuted with the Maryland Terrapins, immediately showed her class
• 2021 – Transferred to LSU, a risky move that paid off
• 2023 – NCAA championship with the LSU Tigers, a breakthrough moment
• 2024 – Drafted into the WNBA (7th pick, Chicago Sky)
• 2024 – All-Star Game in her rookie season
There are no coincidences in business. When Victoria’s Secret was searching for new faces for its comeback, Reese was at the perfect point in her career. A fresh champion, a WNBA star, a woman who proved on the court that strength can be beautiful.
The alignment of dates creates a perfect storm—the brand in need of reinvention meets an athlete at the peak of her form. This isn’t just a casting; it’s a symbolic shift from one model of femininity to another.
With that context, let’s move on to how Reese turned her athletic authority into a fashion brand…
A sports brand in the world of lace – Angel Reese’s personal branding
I remember the moment when Angel Reese signed a contract with Reebok in 2023. Everyone was wondering—does this young basketball player really have the potential for her own shoe line? The answer came sooner than anyone expected.
INFOBOX
- “Angel Reese 1” sales: sold out in < 24h
- Social media reach: 3.2 million followers
- Reebok campaign ROI: 340% increase in Q4 2023
The “Angel Reese 1” sneaker sold out in less than 24 hours. That was no accident. Reese has been building her brand methodically, using every game as an opportunity to showcase her personality.
Her stats speak for themselves—446 rebounds in the 2024 season, averaging 18.6 points and 12.3 rebounds per game. But here’s the catch. Those numbers are just the foundation. The real magic lies in how she presents them.
The nicknames “Bayou Barbie” and “Chi Barbie” aren’t random labels. Reese deliberately plays with the femme fatale aesthetic, which contrasts with basketball’s gritty image. Long nails, on-court makeup, pink accessories—all of it weaves a narrative about the power of femininity in sports. And when you add her aggressive play under the basket, something truly unique emerges.
The partnership with Juicy Couture? A brilliant move. A brand synonymous with Y2K aesthetics fits her image perfectly. Not to mention the collaboration with NBA 2K, where her avatar has become one of the most popular picks among players.
Her engagement on social media goes far beyond standard sports content. She shares manicure training, photoshoots, and glimpses into student life. People aren’t just buying shoes—they’re buying a lifestyle.
Three pillars of the Angel Reese brand:
- Authenticity – she doesn’t hide her femininity
- Controversial – unafraid to stand out
- Availability – actively responds to fans
Storytelling marketing works flawlessly for her. Every post is a mini-tale about a girl from Louisiana conquering Chicago with her style.
Her organic reach often surpasses the paid campaigns of major brands. Why? Because people believe in what she sells. The stats don’t lie—when she plays her cards right, her product sales jump by an average of 200% the following week.
A loud brand is one thing, but how does the world respond to it?…
Echoes and controversy – reactions from the media, fans, and critics
23.2 million views in 48 hours—that’s a number that stunned even the most seasoned social media experts. The fashion show became an event that split the internet in two.
Sentiment analysis from the first week reveals a fascinating picture. Positive comments made up 47% of all reactions, negative 31%, and neutral 22%. Interestingly, the most intense emotions were sparked by posts on TikTok—where the proportions were almost reversed.
The turning point? Reese’s tweet from October 16: “Forever that GIRL” with three fire emojis. The post racked up over 2.8 million likes and became the symbol of the entire discussion. Girls started using it as a hashtag under their own photos.
Two narratives dominated social media. Here’s what they looked like in practice:
@fashionista_maya: “Finally, someone is showing that fashion isn’t just about size zero. This collection is the revolution we’ve been waiting for.”
@kritik_mode: “Am I the only one who sees this as a purely marketing move? Inclusivity sells better than perfume these days.”
@student_dizajnu: “Overdramatic? Maybe. But at least someone is finally speaking out loud about the things that matter to us.”
The arguments of supporters sounded convincing:
✔ Representation of different body types on the runway
✔ Authentic approach to femininity
✔ Boldly breaking conventions in the fashion industry
Critics were quick to respond:
✖ Overly aggressive marketing campaign
✖ Pushing a “woke” narrative at the expense of aesthetics
✖ Excessive focus on controversy
The fiercest debates erupted in the comments under influencers’ posts. There, discussions became personal and often descended into direct attacks. Moderators of some profiles had to restrict the ability to comment.
What did these reactions really show us? That fashion is no longer just about clothes. It has become a battleground for values, identity, and the vision of modern femininity. Every post, every comment was a voice in this broader debate.
And what do these discussions mean for the future of sports and fashion?
What’s next? – the future of sports and fashion after Angel Reese’s debut
Angel Reese’s debut proved that sports and fashion are now inseparable. The question is—what’s next?
2030 Forecast
The Deloitte report is crystal clear. Women’s sports revenues will double by 2030. These aren’t empty words—these are hard facts that should catch the attention of any strategically minded brand.
I see two main development scenarios. The first is a Victoria’s Secret x WNBA collection. Sounds wild? Maybe, but the business logic is simple. VS is searching for a new image, WNBA needs reach. Angel Reese already has millions of followers—imagine what would happen if Victoria’s Secret designed a sports line for her.
The second scenario is the growing presence of female athletes in high fashion. I’m not talking about one-off shoots, but a systematic presence. Serena Williams at the Met Gala was just the beginning. Now we have Reese, who naturally combines strength with elegance.
Women’s sports are no longer a niche. They’re mainstream, and only gaining momentum. Angel Reese has opened the door—now it’s time to walk through it.
Ann
lifestyle editorial
Luxury Reporter
