Victoria’s Secret announced that Angel Reese, the brash, magnetic WNBA star who rose to national prominence during her college career, will become the first professional athlete to walk its Fashion Show — a symbolic pairing of a high-profile sports figure with one of the most recognizable names in global lingerie. The decision, confirmed to The Associated Press, underscores how athletes are no longer confined to locker-room endorsements but have become indispensable cultural ambassadors for mainstream brands seeking relevance with younger, more diverse audiences.

Reese’s ascent from LSU sensation to professional phenomenon has been defined by more than on-court performance. Known for her tenacious rebounding and unapologetic confidence, she has translated athletic identity into a personal brand that resonates across social media, advertising and pop culture. Reese told AP she hopes her presence on the runway will show young girls that “you can be athletic and glamorous,” framing the appearance as both a personal milestone and a broader statement about visibility.

For Victoria’s Secret, once criticized for narrow beauty standards and for sidelining diverse voices, signing Reese is part of a deliberate reinvention. The brand has spent recent years recalibrating after the cancellation of its televised fashion shows and a string of public rebukes over inclusivity. Bringing in a professional athlete — particularly a young Black woman whose persona commands attention — signals a strategic pivot toward celebrating strength and female empowerment in ways that align with contemporary cultural currents.

Industry observers say the move also reflects how corporations assess return on cultural capital. Women's sports have seen a notable uptick in viewership, sponsorship interest and social engagement, and athletes bring built-in audiences that brands covet. “Athletes like Reese offer a bridge between sport and lifestyle,” said a marketing analyst who studies sport-fan engagement. “They deliver authenticity and social reach, which can be more valuable than a traditional fashion influencer.”

The decision will not be without debate. Some critics will scrutinize the juxtaposition of a professional athlete with a brand long associated with the male gaze, questioning whether the runway will amplify empowerment or perpetuate objectification. Reese’s camp and her fans have framed the collaboration as a reclaiming of narrative: an athlete leveraging a global platform to redefine what “feminine” can look like — powerful, assertive and commercially influential.

Beyond symbolism, the partnership has real economic implications. It signals expanded endorsement opportunities for women’s basketball players and strengthens arguments for greater investment in women's professional sports. Brands that once hesitated to attach themselves to athletes beyond the biggest global names are increasingly willing to bet on stars who command cultural attention and viral moments.

As the fashion world watches, Reese’s appearance will be measured not just by runway applause but by how it reverberates in sponsorship deals, media coverage and the ongoing conversation about representation in both sports and fashion. If nothing else, the crossover cements a growing truth: the boundaries between athletic achievement, celebrity culture and commercial branding are irreversibly blurred, and athletes like Angel Reese are leading the march.