Overall, women are better educated than men about products. Oshman's, a 68-store chain, places a special sticker on all equipment designed for women. Penney's promotes WNBA products with graphics and special hang tags to indicate they have been designed for women. Another option is to provide workshops. Lifetime, the cable network, is selling a line of activewear at its website and through a mail-order catalog.
Some retail chains are large enough to underwrite sponsorships of women's sports.
Lady Foot Locker, a 650-store chain, is a founding sponsor of the American Basketball League and also sponsors the WNBA and Nike's 3 For All basketball clinic. Sears is a WNBA sponsor and also sells licensed merchandise. And in fact, this licensed apparel has actually been exceeding our expectations. It's selling well, but just as importantly, it's creating some excitement and fun in our stores. 2 WWD, February 20, 1997.