Culture
The Caitlin Clark Effect and the uncomfortable truth behind it
It’s not surprising that corporations are lining up like fans along arena railings to get Caitlin Clark’s autograph. The former Iowa star is a transcendent talent who has proven she is as proficient at breaking viewership records as scoring marks, drawing capacity crowds at home and on the road and even attracting 17,000 spectators to an open practice during Final Four weekend. Her WNBA jersey sold out within hours of her being drafted No. 1 overall by the Indiana Fever, and multiple teams have moved upcoming games to larger venues to accommodate “unprecedented demand” for Fever games.
So, it makes perfect sense that she has been hired to pitch everything from home and auto insurance to performance drinks, from trading cards to supermarket chains, from automobiles to financial investment firms. She’s not only deserving of every opportunity but also has earned every endorsement deal that’s been placed before her, including a $28 million Nike pact that includes her own signature shoe line, as reported by The Athletic.
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That being said, we should not delude ourselves into believing her appeal as an influencer is based solely on basketball, because it’s not. Arguing otherwise is an affront to history and reality. Clark’s attractiveness to local companies and national corporations is heightened by the fact that she is a White woman who has dominated a sport that’s viewed as predominately Black; a straight woman who is joining a league with a sizable LGBTQ+ player population; and a person who comes from America’s heartland, where residents often feel their beliefs and values are ignored or disrespected by the geographical edges of the country.
Because sport and society are constructed from the same fabric, it’s impossible to separate them, which is why it’s foolish to act as if basketball is the only thing fueling The Caitlin Clark Effect. The primary thing? Yes. But not the only thing.
The bidding war for Caitlin Clark wasn’t even close in the end
• Nike: 8-years/$28 million
• Adidas: 4-years/$6 million
• Under Armour: 4-years/$16 million
• Puma: *dropped out after hearing $3 million*Nike flexing all over the competition pic.twitter.com/wsuwiHEn1m
— Morning Brew ☕️ (@MorningBrew) April 24, 2024
Some will attempt to mold these words into a disparagement of Clark or her accomplishments. They are not. She is a tremendous player and, by all accounts, a quality human being. But multiple things can be true at the same time, particularly when discussing why one player is perceived to be a better brand ambassador than someone else. Searching for perspective on the topic took me back to an interview I did last month with Flora Kelly, a vice president of research for ESPN.
On the eve of the women’s Final Four, I was intrigued by the question of which is the bigger TV draw — a great player or a great team? Kelly acknowledged the significance of a generational talent like Clark, and how her presence alone can push viewership numbers to record heights, but she also stressed that other factors can push viewership far beyond the roof and into the stratosphere. Factors such as legacies of a franchise or program, rivalries between a team or players, and cultural or societal elements that create viral moments.
“We’re in kind of a unique moment where social media can really spin and kind of create a hyper-awareness around these athletes, causing a moment that goes beyond sport,” Kelly said at the time. “But there are so many other factors that people are just downright ignoring and just making it Caitlin Clark. There are a lot of storylines surrounding her that are lifting it. Maybe it’s not the chicken or the egg. Maybe it’s both.”
The racial component when discussing brand ambassadors may make people uncomfortable, but it’s a conversation that merits consideration. Sue Bird, who is White and gay and one of the legends of women’s basketball, addressed it in 2020 while discussing the league’s inability at that time to capture the country’s attention in the same way that the U.S. women’s national soccer team had done.
“Even though we’re female athletes playing at a high level, our worlds, you know, the soccer world and the basketball world are just totally different,” she said. “And to be blunt it’s the demographic of who’s playing. Women’s soccer players generally are cute little white girls while WNBA players — we are all shapes and sizes … a lot of Black, gay, tall women. … There is maybe an intimidation factor and people are quick to judge it and put it down.”
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Paige Bueckers, a star guard for the University of Connecticut, echoed similar sentiments the following year while accepting the ESPY for best college athlete in women’s sports. She stated that 80 percent of the WNBA postseason awards were won that season by Black players, but they received half the coverage of White athletes.
“With the light that I have now as a White woman who leads a Black-led sport and celebrated here, I want to shed a light on Black women,” she said. “They don’t get the media coverage that they deserve. They’ve given so much to the sport, the community and society as a whole and their value is undeniable.”
Her words were particularly poignant in 2023 when nine of the 10 starters in the WNBA All-Star Game were Black, yet Sabrina Ionescu, a reserve guard who happens to be White, was selected as the cover athlete for NBA2K24. Ionescu was a college icon at Oregon, where she set the NCAA record for triple-doubles, but she had yet to reach that status as a professional. So the decision of NBA2K24 to pass over multiple dominant Black players — including A’Ja Wilson and Jonquel Jones, frontline stars who won league MVPs in 2020, 2021 and 2022 — was particularly conspicuous. But, like Clark, she checked particular boxes that the others did not as a straight, White player.
The topic of sexual orientation and identity is as old as the WNBA itself because of the league’s sizable percentage of LGBTQ+ players. Fact is, the league struggled in its infancy to find the right balance between promoting inclusivity and not alienating the broader community.
Initially, it tended to feature promotional ads of married players with children despite many of its players being non-heterosexual. Sue Wicks, a member of the WNBA’s inaugural draft class who in 2002 became the league’s first openly gay active player, has said she felt boxed in while the league tried to find the right messaging.
“It would always chafe against me, someone saying, ‘You can’t say that you are gay,’” she told The Athletic in 2020.
The league, which today is the most inclusive in professional sports, has come light years since then even if society has not as a whole. In the Supreme Court ruling overturning Roe v. Wade, Justice Clarence Thomas cited three other rulings he’d like to see the court take up in the near future, each of which was instrumental in creating the pathway to national same-sex marriage rights. The topic of sexual orientation and identity remains an issue with some, which explains why Clark might be viewed even more favorably as an influencer.
That is not a knock against her personally or a slight to her sublime basketball skills. It is a nod to the reality that brand ambassadorship at her level is not simply a commentary on someone’s athletic ability. It’s also a reflection of society’s impact on who gets the biggest bags.
(Photo: Roy Rochlin / Getty Images for Empire State Realty Trust)
Culture
6 Poems You Should Know by Heart
Literature
‘Prayer’ (1985) by Galway Kinnell
Whatever happens. Whatever
what is is is what
I want. Only that. But that.
“I typically say Kinnell’s words at the start of my day, as I’m pedaling a traffic-laden path to my office,” says Major Jackson, 57, the author of six books of poetry, including “Razzle Dazzle” (2023). “The poem encourages a calm acceptance of the day’s events but also wants us to embrace the misapprehension and oblivion of life, to avoid probing too deeply for answers to inscrutable questions. I admire what Kinnell does with only 14 words; the repetition of ‘what,’ ‘that’ and ‘is’ would seem to limit the poem’s sentiment but, paradoxically, the poem opens widely to contain all manner of human experience. The three ‘is’es in the middle line give it a symmetry that makes its message feel part of a natural order, and even more convincing. Thanks to the skillful punctuation, pauses and staccato rhythm, a tonal quality of interior reflection emerges. Much like a haiku, it continues after its last words, lingering like the last note played on a piano that slowly fades.”
“Just as I was entering young adulthood, probably slow to claim romantic feelings, a girlfriend copied out a poem by Pablo Neruda and slipped it into an envelope with red lipstick kisses all over it. In turn, I recited this poem. It took me the remainder of that winter to memorize its lines,” says Jackson. “The poem captures the pitch of longing that defines love at its most intense. The speaker in Shakespeare’s most famous sonnet believes the poem creates the beloved, ‘So long as men can breathe or eyes can see, / So long lives this, and this gives life to thee.’ (Sonnet 18). In Rilke’s expressive declarations of yearning, the beloved remains elusive. Wherever the speaker looks or travels, she marks his world by her absence. I find this deeply moving.”
“Clifton faced many obstacles, including cancer, a kidney transplant and the loss of her husband and two of her children. Through it all, she crafted a long career as a pre-eminent American poet,” says Jackson. “Her poem ‘won’t you celebrate with me’ is a war cry, an invitation to share in her victories against life’s persistent challenges. The poem is meaningful to all who have had to stare down death in a hospital or had to bereave the passing of close relations. But, even for those who have yet to mourn life’s vicissitudes, the poem is instructive in cultivating resilience and a persevering attitude. I keep coming back to the image of the speaker’s hands and the spirit of steadying oneself in the face of unspeakable storms. She asks in a perfectly attuned gorgeously metrical line, ‘what did i see to be except myself?’”
‘Sonnet 94’ (1609) by William Shakespeare
They that have power to hurt and will do none,
That do not do the thing they most do show,
Who, moving others, are themselves as stone,
Unmovèd, cold, and to temptation slow,
They rightly do inherit heaven’s graces
And husband nature’s riches from expense;
They are the lords and owners of their faces,
Others but stewards of their excellence.
The summer’s flower is to the summer sweet,
Though to itself it only live and die;
But if that flower with base infection meet,
The basest weed outbraves his dignity.
For sweetest things turn sourest by their deeds;
Lilies that fester smell far worse than weeds.
“It’s one of the moments of Western consciousness,” says Frederick Seidel, 90, the author of more than a dozen collections of poetry, including “So What” (2024). “Shakespeare knows and says what he knows.”
“It trombones magnificent, unbearable sorrow,” says Seidel.
“It’s smartass and bitter and bright,” says Seidel.
These interviews have been edited and condensed.
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Culture
Classic and Contemporary Literature From France, Japan, India, the U.K. and Brazil
Literature
FRANCE
According to the writer Leïla Slimani, 44, the author of ‘The Country of Others’ (2020).
Classic
‘Essais de Montaigne’ (‘Essays of Montaigne,’ 1580)
“France is a country of nuance with a love of conversation and freedom and an aversion to fanaticism. It’s also a country built on reflexive subjectivity. Montaigne reveals all that, writing, ‘I am myself the matter of my book.’”
Contemporary
‘La Carte et le Territoire’ (‘The Map and the Territory,’ 2010) by Michel Houellebecq
“Houellebecq describes France as a museum, where landscape turns into décor and where rural areas are emptying out. He shows the gap between the Parisian elite and the rest of the population, which he paints as aging and disoriented by modernity. It’s a melancholic and yet ironic novel about a disenchanted nation.”
JAPAN
According to the writer Yoko Ogawa, 64, the author of ‘The Memory Police’ (1994).
Classic
‘Man’yoshu’ (late eighth century)
“‘Man’yoshu,’ the oldest extant collection of Japanese poetry, reflects a diversity of voices — from emperors to commoners. They bow their heads to the majesty of nature, weep at the loss of loved ones and find pathos in death. The pages pulse with the vitality of successive generations.”
Contemporary
‘Tenohira no Shosetsu’ (‘Palm-of-the-Hand Stories,’ 1923-72) by Yasunari Kawabata
“The essence of Japanese literature might lie in brevity: waka [a classical 31-syllable poetry form], haiku and short stories. There’s a tradition of cherishing words that seem to well up from the depths of the heart, imbued with warmth. Kawabata, too, exudes more charm in his short stories — especially these very short ‘palm-of-the-hand’ stories — than in his full-length novels. Good and evil, beauty and ugliness, love and hate — everything is contained in these modest worlds.”
INDIA
According to Aatish Taseer, 45, a T contributing writer and the author of ‘Stranger to History: A Son’s Journey Through Islamic Lands’ (2009).
Classic
‘The Kumarasambhava’ (‘The Birth of Kumara,’ circa fifth century) by Kalidasa
“This is an epic poem by the greatest of the classical Sanskrit poets and dramatists. The gods are in a pickle. They’re being tormented by a monster, but Shiva, their natural protector, is deep in meditation and cannot be disturbed. Kama, the god of love, armed with his flower bow, is sent down from the heavens to waken Shiva. Never a wise idea! The great god, in his fury, opens his third eye and incinerates Kama. But then, paradoxically, the death of the god of love engenders one of the greatest love stories ever told. In the final canto, Shiva and his wife, the goddess Parvati, have the most electrifying sex for days on end — and, 15 centuries on, in our now censorious time, it still leaves one agog at the sensual wonder that was India.”
Contemporary
‘The Complex’ (2026) by Karan Mahajan
“This state-of-the-nation novel, which was published just last month, captures the squalor and malice of Indian family life. Delhi is both my and Mahajan’s hometown and, in this sprawling homage to India’s capital, we see it on the eve of the economic liberalization of the 1990s, as the old socialist city gives way to a megalopolis of ambition, greed and political cynicism.”
THE UNITED KINGDOM
According to the writer Tessa Hadley, 70, the author of ‘The London Train’ (2011).
Classic
‘Jane Eyre’ (1847) by Charlotte Brontë
“Written almost 200 years ago, it remains an insight into our collective soul — or at least its female part. Somewhere at the heart of us there’s a small girl in a wintry room, curled up in the window seat with a book, watching the lashing rain on the window glass: ‘There was no possibility of taking a walk that day. …’ Jane’s solemnity, her outraged sense of justice, her trials to come, the wild weather outside, her longing for something better, for love in her future: All this speaks, perhaps problematically, to something buried in the foundations of our idea of ourselves.”
Contemporary
‘All That Man Is’ (2016) by David Szalay
“Though he isn’t quite completely British (he’s part Canadian, part Hungarian), Szalay is brilliant at catching certain aspects of British men — aspects that haven’t been written about for a while, now updated for a new era. Funny, exquisitely observed and terrifying, this novel reminds us, too, how absolutely our fate and our identity as a nation belong with the rest of Europe.”
BRAZIL
According to the writer and critic Noemi Jaffe, 64, the author of ‘What Are the Blind Men Dreaming?’ (2016).
Classic
‘Memórias Póstumas de Brás Cubas’ (‘The Posthumous Memoirs of Brás Cubas,’ 1881) by Machado de Assis
“Not only is it experimental in style — very short chapters mixed with long ones; different points of view; narrated by a corpse; metalinguistic — but it also introduces an extremely ironic view of the rising bourgeoisie in Rio de Janeiro at the time, revealing the hypocrisy of slave owners, the falsehood of love affairs and the only true reason for all social relationships: convenience and personal interest. After almost 150 years, it’s still modern, both formally and, unfortunately, also in content.”
Contemporary
‘Onde Pastam os Minotauros’ (‘Where Minotaurs Graze,’ 2023) by Joca Reiners Terron
“The two main characters — Cão and Crente — along with some of their colleagues, plan to escape and set fire to the slaughterhouse where they work under exploitative conditions. The men develop sympathy for the animals they kill, and one of them becomes a sort of philosopher, revealing the sheer nonsense of existence and the injustices of society in the deepest parts of Brazil.”
These interviews have been edited and condensed.
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Culture
6 Myths That Endure
Literature
The Myth of Meeting Oneself
“This is evident in Virgil’s ‘Aeneid’ (circa 30-19 B.C.) when Aeneas witnesses his own heroic actions depicted in murals of the Trojan War in Juno’s temple, and again in Miguel de Cervantes’s ‘Don Quixote’ (1605-15) when Quixote enters a printer’s shop and finds a book that has been published with fake details about his quest even as he’s living it,” says Ben Okri, 67, the author of “The Famished Road” (1991) and “Madame Sosostris and the Festival for the Brokenhearted” (2025). “In both stories, individuals throw themselves into the world and think they encounter objects, personae, obstacles and antagonists, but what they actually encounter is themselves. In our time, where our actions meet us in the echo chamber of social media, the process is magnified and swifter. Now a deed doesn’t even have to take place for it to enter the realm of reality.”
The Myth of Utopia
“I’ve always had trouble with the idea of utopia, feeling it derives its energy more from what it wishes to dismantle than what it wishes to enact,” says the T writer at large Aatish Taseer, 45, the author of “Stranger to History: A Son’s Journey Through Islamic Lands” (2009). “Ram Rajya, or the mythical rule of the hero Ram in the Hindu epic ‘Ramayana’ (seventh century B.C.-third century A.D.), like all visions of perfection, contains a built-in violence.”
The Myth of Invisibility
“Invisibility bears power and powerlessness at the same time,” says Okri. “In ancient cultures, it was a gift of the gods. Jesus, for example, walks unrecognized among his disciples, and in Greek myths, Scandinavian legends and ancient African tales, heroes are gifted invisibility in the form of cloaks, sandals or spells. Modern works like the two ‘Invisible Man’ novels, by H.G. Wells (1897) and Ralph Ellison (1952), and the ‘Harry Potter’ novels (1997-2007) by J.K. Rowling reach back to those ideas. But today, people talk about visibility as the highest form of social agency, while invisibility can render a whole class, race, caste or gender unseen.”
The Myth of Steadiness vs. Speed
“‘The Tortoise and the Hare,’ one of Aesop’s fables (sixth century B.C.), doesn’t necessarily strike a younger person as promising — possibly it has a whiff of morality in it,” says Yiyun Li, 53, the author of “A Thousand Years of Good Prayers” (2005) and “Dear Friend, From My Life I Write to You in Your Life” (2017). “But the longer I live and work, the more I understand that it’s the tortoiseness in a person that carries one along, not the swiftness of the mind and body of the hare.”
The Myth of Magic
“Ancient magical tales like Homer’s ‘Odyssey’ (late eighth to early seventh century B.C.) were allegories of transformation, of secret teachings,” says Okri, “whereas modern forms of magic are narrative devices and tropes of storytelling that continue the child’s wonder of life. I think of F. Scott Fitzgerald’s ‘The Great Gatsby’ (1925), Gabriel García Márquez’s ‘One Hundred Years of Solitude’ (1967) and, again, the ‘Harry Potter’ books. The intuition of magic persists even in these atheistic and science-infested times, where nothing is to be believed if it can’t be subjected to analysis. This is perhaps because the ultimate magic confronts us every day in the mystery of consciousness. That we can see anything is magical; that we experience love is magical; and perhaps the most magical thing of all is the imagination’s unending power to alter the contents and coordinates of reality. It hides tenaciously in the act of reading, which is the most generative act of magic.”
The Myth of the Immortal Soul
“ ‘The soul is birthless and eternal, imperishable and timeless and is not destroyed when the body is destroyed,’ says Krishna in the ‘Bhagavad Gita’ (second century-first century B.C.). This belief in the immortality of the soul — what used to be called Pythagoreanism in ancient Greece — is still the most pervasive myth in India,” says Taseer, “and has more influence over behavior and how one lives one’s life than any other.”
These interviews have been edited and condensed.
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