Bringing those players in requires a strong brand presence, often with pressure.

“It’s pressure to perform in a good way with Nike because It’s not every day you get a chance to partner with the best brand in the world,” Kortovich said. “Year after year, we have to make sure that we go above and beyond—whether I have to put my own capital up or sacrifice other things to make sure we’re putting the best product out there that relates to the players, the branding, the marketing and the design.” 

But investment in the women’s game and access pay on the ACES Elite Classic’s alum list and in the relationships it can forge. Swoopes isn’t just stamping her brand on the sports marketing event: She’s behind it every bit as much as she was behind Air Swoopes.

“It’s important for me that I’m very involved and very hands-on,” she said. “I don’t just put my name on something and not be a part of it. It also has to be something that I believe in,”