The buzz-filled, block-long line started forming outside 594 Broadway well before noon yesterday. Lines outside stores are nothing new in SoHo, but this one felt pretty refreshing.

The store folks were waiting on is a new “pop-up museum” from Wilson that celebrates the brand’s long history in tennis as New York City readies for the US Open. And the real draw was the tennis legend who was on hand to officially open the location: the truly incomparable Billie Jean King.

Rather than relaxing in the glow of her 39(!!!) Grand Slam titles (12 singles, 16 women’s doubles and 11 mixed doubles), her massive role in the feminist movement (you’ve heard of the “Battle of the Sexes,” hopefully) and her unimpeachable status as an icon in the tennis and LGBTQ communities, the 77-year-old King is as busy as ever.

King strolled into the venue waving and smiling at guests and ready to talk through Wilson’s impressive role in growing the sport of tennis, as well as discuss her just-released book, All In, an autobiography that pays special attention to her commitment to social justice. 

Merely being in the presence of such a legend is pretty awe-inspiring. In King’s case, hearing her talk at an event that would have been awesome even if she just posed for a couple of pics, it’s doubly special since everything she says is so thoughtful.

One picture in the exhibit focused on Jack Kramer, who helped make tennis a viable profession after decades of it being strictly amateur.

“I did not like being an amateur,” King said to her co-host/guide Katrina Adams as they paused at the image. “We were the best players in the world. And where was the money going, anyway? Finally, in 1968, we got pro tennis.”

In front of a picture of Serena Williams, one of the few players, men or women, to achieve more on the court than King, she looked admiringly at the image of the 23-time Grand Slam singles champ. After reflecting proudly on what Williams achieved when she won the 2017 Australian Open while 3 months pregnant, King said, “At my age, I’ve seen a lot of generations come and go. And it’s a little sad. Now it’s Serena, Federer, Nadal’s turn—they’re winding down. There’s definitely a shift.”

The last photo in the first-floor exhibit space featured Federer himself, another Wilson racquet user with 20 Slam titles to his name. Here, King just nerded out on tennis, breaking down Fed’s ability to keep his head still and the way he’s gradually changed his grip on his backhand. It wasn’t terribly useful information for non-tennis experts, but hearing King speak so intently on it provided SMR-inducing pleasure just the same.

Having completed the mini-tour, King, Adams, a few members of the media and some special guests from the Harlem Junior Tennis and Education Program, for which former WTA pro Adams serves as the Executive Director, headed upstairs for a more intimate chat. 

As Adams told JWS of her friend and mentor, “Billie Jean has never retreated in the background of anything. She is truly a hero to men and women alike for what she stands for. She’s authentic in every way. And anyone that is out there fighting for positive advocacy for equality and inclusion, we need those people.”

King, who founded the Women’s Sports Foundation in 1974, only got more captivating as the conversation continued. She gave a perfect summary of the importance of Title IX and took attendees back to the early 70s when she was one of the original nine women who signed on to launch the women’s tour.

Later, King gave props to Just Women’s Sports (*smile emoji*).

“I love what you’re doing,” she said about JWS. “Even though 40 percent of professional athletes are women, we only get 4 percent of the attention. This is helping that void and get the word out, which I think is fantastic.”

Asked her thoughts on Naomi Osaka and the defending U.S. Open champ’s ongoing issues with the media, especially around press conferences, King had a lot to say.

“I haven’t had a chance to listen to her and ask that question, but I need to. I’m giving her space,” King said.

“I just want her to take care of herself, and every woman athlete, every male athlete, all athletes to take care of themselves.

“But part of your obligation as an athlete, as a professional athlete—or a performer, or in entertainment—is we have to talk to the media, because that’s part of our promotion, it’s part of our giving back for the kids, and to get people interested in our sport. They have to know who you are… how do they get to know who you are?”

King also touched on the preparation needed for the professional athlete off of the court or the field.

“I think Rookie School is really important,” she said. “You’ve gotta go through courses and you’ve got to understand what it means to be a professional athlete or entertainer. And part of that is you have to talk to the media. It’s horrible now. I’ve talked to media people. They can never get interviews with any of the players. I’m like, this is ridiculous. That’s part of their obligation. They say they have social media and their own brand, but that’s not enough. You’ve got to give to others that are helping you.”

King, gesturing at the four reporters surrounding her, said, “Also, each one of you is trying to make a living. I used to sit in media conferences and, every guy—it was almost all men then—every single guy in there was just trying to make a living.

“And they were good writers! I liked reading what they had to say, even if I didn’t agree with them. We’re kind of all in this world together. So it’s not just about ‘me and my career,’ it’s about everyone. And so how can you find that balance of taking care of yourself first, and then finding ways to give back?” 

Wrapping up, King said, “I’m just not sure if we’re given enough information and understanding of what it means to be a professional athlete. I just don’t know.”

Among King’s qualities that shone throughout the event were her energy, generosity, wisdom and thoughtfulness. As Adams gave accolades for All In, King never failed to give props right back for Own the Arena, the book Adams released earlier this year. And King’s request to give the mic to the teenagers and kids in the audience to ask their thoughts and feelings about certain issues highlighted the greater mission of connecting across generations.

If King’s never-ending work to improve both sports and society at large have taught us anything, it’s that we can be sure she’ll keep going, raising others up, and making the world a better place along the way.

For the first time in the NWSL's 12-year history, fans can now buy their own goalkeeper jerseys. And while replica goalkeeper jerseys representing all 14 NWSL teams hit the market on Wednesday, some didn't stick around for long. 

Fans across women's soccer have long vocalized their discontent over the position's lack of availability on social media, often comparing the shortcoming to the widespread availability of men’s goalkeeper jerseys. And as the NWSL has grown, so has demand — and not just from those in the stands. 

"To have goalkeeper kits available for fans in the women’s game as they have been for so long in the men’s game is not only a long-awaited move in the right direction, it’s just good business," said Washington Spirit goalie Aubrey Kingsbury in an team press release. "I can’t wait to see fans representing me, Barnie [Barnhart], and Lyza in the stands at Audi!"

just went looking at #nwsl goalkeeper kit stock out of curiosity — Alyssa Naeher's $145 kit already sold out S-XL (league announced GK jerseys on sale 3 hours ago)https://t.co/8bYA7tlwcx

— Meg Linehan (@itsmeglinehan) April 17, 2024

Business does, in fact, appear to be booming. Alyssa Naeher’s Chicago Red Stars kit sold out less than three hours after the league's announcement. Jerseys for other keepers like DiDi Haračić, Abby Smith, Michelle Betos, Katelyn Rowland, and Bella Bixby aren’t currently available via the Official NWSL Shop, though blank goalkeeper jerseys can be customized through some individual team sites. Jerseys start at $110 each.

"This should be the benchmark," said Spirit Chief Operations Officer Theresa McDonnell. "The expectation is that all players’ jerseys are available to fans. Keepers are inspiring leaders and mentors with their own unique fan base who want to represent them... I can’t wait to see them all over the city."

Decorated gymnast Simone Biles took to the popular Call Her Daddy podcast this week to open up about her experience at the 2020 Tokyo Olympics, revealing she thought she was going to be "banned from America" for her performance.

After Biles botched her vault routine due to a bout of the "twisties," she withdrew from the team final as well as the all-around final in order to focus on her mental health. She later reentered the competition to win bronze in the individual balance beam final.

In her interview with podcast host Alex Cooper, Biles admitted to feeling like she let the entire country down by failing her vault attempt.

"As soon as I landed I was like 'Oh, America hates me. The world is going to hate me. I can only see what they’re saying on Twitter right now,'" she recalled thinking. "I was like, ‘Holy s---, what are they gonna say about me?'"

"I thought I was going to be banned from America," she continued. "That’s what they tell you: Don’t come back if not gold. Gold or bust. Don’t come back."

Widely regarded as the greatest gymnast of all time, Biles has hinted at a desire to join her third Olympic team in Paris, though her participation won't be confirmed until after the gymnastics trials in late June. She holds over 30 medals from the Olympic Games and World Artistic Gymnastics Championships combined, and if qualified, would be a sure favorite heading into this summer’s games.

Caitlin Clark is reportedly close to cementing a hefty endorsement deal with Nike.

The Athletic was the first to break the news Wednesday evening, commenting that the deal would be worth "eight figures" and include her own signature shoe. On Thursday afternoon, the publication tweeted that the deal would top $20 million, according to lead NBA Insider Shams Charania. Both Under Armour and Adidas are said to have also made sizable offers to the college phenom and expected future WNBA star.

The new agreement comes after Clark's previous Nike partnership ended with the conclusion of the college basketball season. She was one of five NCAA athletes to sign an NIL deal with the brand back in October, 2022. 

Considering Clark's overwhelming popularity and Nike's deep pockets, the signing's purported value doesn't exactly come as a shock. New York Liberty guard Sabrina Ionescu’s deal with the brand is reportedly worth $24 million, while NBA rookie and No. 1 overall pick Victor Wembanyama’s deal is rumored to weigh in at $100 million. And in 2003, LeBron James famously earned $90 million off his own Nike deal. 

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Clark’s star power continues to skyrocket, with the NCAA championship averaging 18.9 million viewers and the 2024 WNBA Draft more than doubling its previous viewership record. Following the draft, Fanatics stated that Clark's Indiana Fever jersey — which sold out within an hour — was the top seller for any draft night pick in the company’s history, with droves of unlucky fans now being forced to wait until August to get their hands on some official No. 22 gear.

In Wednesday's Indiana Fever introductory press conference, the unfailingly cool, calm, and collected Clark said that turning pro hasn’t made a huge impact on how she’s conducting her deals.

"If I’m being completely honest, I feel like it doesn’t change a ton from how I lived my life over the course of the last year," she said. "Sponsorships stay the same. The people around me, agents and whatnot, have been able to help me and guide me through the course of the last year. I don’t know if I would be in this moment if it wasn’t for a lot of them."

Former Oklahoma slugger Jocelyn Alo has signed on with Athletes Unlimited and will compete in the AU Pro Softball AUX this June.

The NCAA record holder in career home runs (122), total bases (761), and slugging percentage (.987), Alo was originally drafted by the league in 2022 but opted instead to join the newly debuted Women’s Professional Fastpitch. 

Alo currently plays for independent pro softball team Oklahoma City Spark, with team owner Tina Floyd reportedly on board with her recent AUX signing. AUX games are scheduled for June 10-25, while the Spark's season will kick off June 19th. Alo will play for both. 

Among those joining Alo on the AUX roster are former James Madison ace pitcher Odicci Alexander and former Wichita State standout middle infielder Sydney McKinney.

According to Alo, the decision to play in the Athletes Unlimited league was fueled by her desire to propel women's sports forward as well as provide more exposure to a sport that's given her "so many opportunities."

"Not only to challenge myself more, but just for the growth of the game," Alo said, explaining her reasoning to The Oklahoman. "I genuinely believe that professional softball can be a career for girls."

Joining AUX is also one more step in her plan toward representing Team USA at the 2028 Los Angeles Olympics.

"I’m constantly thinking about how can I do these little things right in these four years to prepare me for the biggest stage of softball," she told The Oklahoman. "I definitely want to play in the Olympics, for sure."

Alo further expressed enthusiasm in the hope that the rise of other women’s sports, like women’s basketball and the NWSL, will push softball’s professional viability even higher.

"We’re seeing the NWSL (National Women’s Soccer League) get their stuff going, I see the WNBA starting to get hot," she continued. "I feel like the softball community is like, 'All right, it’s our turn and it’s our turn to just demand more.'"