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Maggie Sullivan spent more than a decade marketing professional men's tennis events before joining Danskin in 1990 to launch its sports marketing division. Aiming to broaden Danskin's image beyond dance apparel, she created Team Danskin and launched the Danskin Triathlon Series, now boasting 7,500 annual participants in its ninth year. Sponsors of the six-city event include Powerfoods' PowerBar, Ryka, DuPont Co.'s Lycra/Supplex and Shape.

Age: 44.

Coup: Bringing triathletes directly into department stores for triathlon training seminars; making the connection between serious athletes and apparel inside stores.

Insight: Women are much more loyal to brands they're associated with through experiences, not just as spectators. They pay attention to cause marketing and want sponsors to take a stand.

Opinion: The gym is no longer the only place to work out. As women take up more outdoor activities, they're getting more rugged, traveling more and spending more money on outdoor leisure sports.

Forecast: Active women will become increasingly difficult to target through traditional media. One-on-one sponsor contact at events will be even more powerful than it is today. Women's sports are one of the fastest-growing leisure categories, and apparel is rising right along with it.

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