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Billie Jean King talks Serena Williams, Naomi Osaka and what it means to be a steward of the game

Maria-Stella Fountoulakis

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.

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Maria-Stella Fountoulakis

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.”

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Maria-Stella Fountoulakis

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.”

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Maria-Stella Fountoulakis

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.”

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Maria-Stella Fountoulakis

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.

JWS to Host 2025 WNBA All-Star Weekend Event Featuring Captain Napheesa Collier

Graphic for Just Women's Sports event with Lisa Leslie at 2025 WNBA All-Star Weekend.
The JWS WNBA All-Star Weekend activation tips off on July 19th. (JWS)

Just Women’s Sports is heading to WNBA All-Star Weekend with its most ambitious event presence yet.

JWS will tip off a multi-faceted WNBA All-Star activation in partnership with Famous Footwear on Saturday July 19th from 2 PM to 6 PM, located at 110 South Pennsylvania Street, Indianapolis.

JWS’ partnership with Famous Footwear includes a multi-part activation designed to merge back-to-school excitement with All-Star energy.

Graphic for JWS podcast Between the Lines with Lisa Leslie.
JWS is bringing a live taping of "Between the Lines with Lisa Leslie" to WNBA All-Star Weekend. (JWS)

"Between the Lines" live taping headlines WNBA All-Star event

The activation will also feature a live recording of Between the Lines with Lisa Leslie.

The exclusive taping brings WNBA stars Napheesa Collier, Rhyne Howard, Kelsey Mitchell, and Lexie Hull to the stage. Subsequently, these basketball icons will highlight the WNBA’s evolution and cultural resonance, while JWS captures the best moments across its social platforms.

“WNBA All-Star has become the crown jewel of the women’s sports calendar. We’re thrilled to be showing up in a major way across the entire weekend,” said Just Women’s Sports CEO Haley Rosen.

“This is a chance to celebrate and accelerate the strides the W has made in recent years as it’s cemented itself in the cultural landscape.”

Graphic image of the JWS x Famous Footwear WNBA All-Star Weekend tunnel walk.

Famous Footwear Shoe Tunnel lands in Indianapolis

The star-studded activation features player interviews, exclusive giveaways, fan contests, and more. It is also free and open to all WNBA fans. Visitors will be greeted by a Famous Footwear Shoe Tunnel — and the first 50 fans will be given a gift-card to Famous Footwear for their back-to-school needs.

WNBA legend Lisa Leslie and her son recently visited a Famous Footwear store to shop sneakers and talk all things style, school, and sport. The behind-the-scenes content will roll out as part of a broader back-to-school campaign later this month.

“As big fans of women’s sports ourselves, and knowing how much it means to our customers, we are thrilled to partner with JWS for All-Star Weekend,” said Holly Campbell, senior vice president of marketing at Famous Footwear.

“This activation provides a unique opportunity for us to engage with other sports fans directly fostering connections and creating fun memories during such an exciting time for the league.”

Marta Weighs 2027 World Cup as Brazil Hunts 2025 Copa América Title

Legendary Brazil captain Marta runs across the pitch during a 2025 match.
Marta unretired to join Brazil at the 2025 Copa América tournament. (Paulo Dias/Eurasia Sport Images/Getty Images)

Though international retirement did not stick for Brazil legend Marta, with the 39-year-old currently captaining her world No. 4 national team at the 2025 Copa América tournament, her World Cup future remains in question.

Brazil will be hosting the 2027 event — the first ever held in South America — with the record-breaking attacker turning 41 years old a few months before the World Cup's June 24th kickoff.

"I don't know whether I'll still be playing in 2027 or whether I'll be fit," she told Brazilian outlet Globo on Sunday.

"I still have a very strong desire to be a mother. So, I might wake up one day and decide to call my doctor to see if it's still possible. If it is, then bye, I have to go."

Should she decide to compete, Marta will join fellow Brazilian icon Formiga in logging seven total World Cups — the most of any athlete, man or woman, in soccer history.

In the meantime, the country's all-time leading goalscorer is currently working to help claim Brazil's ninth overall Copa América trophy.

Though early in the 2025 tournament, the Seleção is already on their way to a fifth straight title, opening their campaign with a 2-0 defeat of No. 48 Venezuela on Sunday.

"Brazil is the favorite, and we know it," said Marta. "We know our responsibility to bring home the title." 

How to watch Marta in the 2025 Copa América tournament

In their second of four group-stage matches, No. 4 Brazil will play No. 105 Bolivia at 5 PM ET on Wednesday.

The match will air live on FS1.

WNBA Expansion Team Portland Reignites Original “Fire” Name

A graphic of the revived Portland Fire team name.
The 2026 WNBA expansion team is leaning into its roots by reviving the original team name, the Portland Fire. (Portland Fire)

Portland's original WNBA team name is back, with the 2026 expansion side announcing the return of the the Portland Fire moniker on Tuesday — the name held by the city's first WNBA squad from 2000 to 2002.

With details including a "Rose on Fire" emblem— a nod to Portland's "Rose City" nickname — the city-specific nods in the new logo seek to capture Portland's identity.

"[It's] an important heritage," team interim president Clare Hamill told The Athletic this week. "The opportunity to bring the Portland Fire back, reborn, was 100 percent — creatively and for the brand and for fans — the way to go."

While the team is still searching for its head coach and general manager, excitement is growing, with fans anteing up to the tune of over 10,000 season-ticket deposits since the WNBA awarded the franchise last fall.

"Portland has long stood at the forefront of women's sports, and with nearly 11,000 season ticket deposits to-date, this community has made it clear they're ready to embrace the return of women's professional basketball," said Lisa Bhathal Merage, a co-founder of RAJ Sports — the ownership group of both the WNBA team and the NWSL's Thorns. "We're proud to reignite the Portland Fire."

In addition to the Portland Fire, the Toronto Tempo will hit WNBA courts next season, with three more expansion teams in Cleveland, Detroit, and Philadelphia set to tip off in 2028, 2029, and 2030, respectively.

2025 Euro Quarterfinals Take the Pitch

Italy's Elisabetta Oliviero celebrates a goal with her teammates during a 2025 Euro match.
The 2025 Euro quarterfinals kick off with Italy facing Norway on Wednesday. (Aitor Alcalde - UEFA/UEFA via Getty Images)

The 2025 Euro quarterfinals kick off on Wednesday, with the eight remaining contenders sitting just three wins away from becoming champions of Europe.

While every win-or-go-home game promises excitement, a few of this week's matchups hold extra intrigue:

  • No. 16 Norway vs. No. 13 Italy, Wednesday at 3 PM ET (FOX): After winning Group A last week, a wobbly yet talented Norway side will kick off the 2025 Euro quarterfinals against second-place Group B team Italy — a squad with a proven ability to hit a counterpunch should they go down early.
  • No. 6 Sweden vs. No. 5 England, Thursday at 3 PM ET (FOX): Sweden looked utterly dominant in their 4-1 dismantling of Germany to win Group C on Saturday, and their reward is a date with the reigning champions, who bounced back from an early loss to France.
  • No. 2 Spain vs. No. 23 Switzerland, Friday at 3 PM ET (FOX): The 2023 World Cup champs have looked like the favorites to win it all by cruising through Group B, while a stoppage-time goal last Thursday sent the tournament hosts to their first-ever Euro quarterfinal.
  • No. 10 France vs. No. 3 Germany, Saturday at 3 PM ET (FOX): France emerged unscathed from the notorious "Group of Death," earning the Group D winners an advantage of momentum over a German side reeling from their 4-1 group-stage loss to Sweden.

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