It may seem strange on the surface that women's lifestyle media company Refinery29, which focuses on fashion and beauty, would be branding out into sports coverage. But with the lack of media in the women's sports space, it might have a fighting chance.
"It's a layup for us," said Refinery29 co-founder Philippe von Borries. "It's a space where we should be. It makes complete and utter sense. For us, it's always been a commitment to categories where we're celebrating women and amazing achievement, and building a community of incredible female voices. Last but not least, it's a huge commercial category."
The digital network is launching a YouTube channel called "Brawlers," which includes a series following athletes like United States Paralympic Jessica Long. It also will profile hula hoop world record holder Marawa The Amazing, as well as launch a health-and-fitness series called "60 Seconds to Fit." Olympics content is also in the works.
Even before its announcement in early May during the digital content Newfronts for advertisers, Refinery29 secured Smartwater as a sponsor.