Stadia 2 Street

About the movement 

Stadia 2 Street is a key initiative under the NSW Government's Play Her Way Strategy, which focuses on innovative approaches to strengthening women's sport and funding models by leveraging major events, cultural relevance and commercial opportunities.

There is a clear and growing demand for women’s sport fandom to extend beyond the stadium and into everyday life.  

Despite a $4B market in the US alone, demand for stylish women’s sports merchandise remains largely unmet, with 79 per cent of fans saying they would purchase more if the right options existed¹.  

At the same time, women’s sport is attracting a new generation of fans who are younger, more digitally engaged and bringing different expectations around how they connect with sport².  

By merging the cultural power of fashion with the unifying force of sport, Stadia 2 Street amplifies the influence of women’s sport beyond the field.  

The initiative transforms female athleticism into everyday inspiration – redefining femininity, driving gender equality and inviting fans to express themselves through style that speaks to strength, identity and belonging.

At its core, Stadia 2 Street responds to a growing demand for female fandom to feel visible, stylish and culturally relevant.  

It opens up significant commercial and cultural opportunities across sport, fashion and retail. 

By reimagining merchandise as wearable, desirable fashion, Stadia 2 Street positions women’s sport as a culture to participate in. Iconic Australian athletes and influential voices have helped bring the Stadia 2 Street movement to life.  

Athletes supporting the campaign include, Olympic skateboarder Chloe Covell, NSW Swifts Netballer Grace Nweke NRLW captain Tiana Penitani-Gray and Junior Matilda Annabelle Croll, who appear in the Stadia 2 Street promo video.  

The video is narrated by influential sports commentator and advocate for First Nations voices and women in sport, Marlee Silva.