For years, the term “WAG” – wives and girlfriends of high-profile athletes – conjured images of designer handbags, glossy magazine spreads, and front-row seats. But peel back the layers of celebrity and you’ll find a growing group of women who are using their platforms to make a real difference. This isn’t just about photo ops; it’s about building businesses, advocating for causes, and challenging the outdated expectations placed upon them.
The Evolving Image of WAGs: From Tabloids to Trailblazers
The media historically painted WAGs as primarily concerned with their partners’ careers and their own appearance. Think back to the early 2000s and the often sensationalised coverage of the English WAGs during the World Cup. The focus was on fashion choices and reported rivalries, not on their individual aspirations or contributions. This created a pervasive stereotype that many are actively fighting against.
The rise of social media has played a big part in this shift. Now, these women have a direct line to the public, allowing them to control their narrative and showcase their talents beyond their relationships. We are seeing a change from passive observation to active participation in various industries, and more.
WAGs and Celebrity: Redefining the Spotlight
Being in the spotlight as a WAG definitely comes with its own set of pressures. The public’s eye is always watching, judging appearances and scrutinising every move. There’s an expectation to maintain a certain image, which can be incredibly taxing. This is something many of them push back against by showing more of their real lives, not just curated Instagram feeds.
Many are stepping out from behind their partners’ shadows to forge their own paths. For example, Ayesha Curry, wife of NBA star Stephen Curry, has built a successful culinary empire with cookbooks, restaurants, and a thriving media presence.
Her work isn’t simply an extension of her husband’s fame; she’s a businesswoman in her own right. This helps to expand what people expect from women associated with male celebrities.
WAG Social Impact: Philanthropy and Advocacy
Beyond business ventures, many WAGs are deeply involved in charitable work and advocacy. Shakira, partner of footballer Gerard Piqué, is a long-time UNICEF Goodwill Ambassador. Her work with the organisation focuses on early childhood development and education, proving her dedication to real-world causes.
Ciara, married to NFL quarterback Russell Wilson, is involved in the Why Not You Foundation, which supports education, children’s health, and fighting poverty.
Through this foundation, Ciara and Russell have helped create programs and opportunities for underprivileged youth. The causes these women champion are varied and meaningful, reflecting a desire to give back and make a difference.
WAGs as Entrepreneurs: Building Businesses and Brands
The entrepreneurial spirit is strong within this group. From fashion lines to beauty brands, WAGs are creating businesses that reflect their passions and skills. Take Victoria Beckham, for instance. Long past her “Posh Spice” days, she’s established herself as a respected fashion designer with a globally recognised brand.
Another example is Gisele Bündchen, Tom Brady’s wife. Beyond her successful modelling career, she has launched environmentally conscious skincare brands and actively promotes sustainable living. These ventures showcase their business acumen and contribute significantly to the economy.
Challenging Stereotypes: WAGs as Role Models for Future Generations
By pursuing their own ambitions and using their platforms for good, WAGs are challenging the stereotypes that have long defined them. They demonstrate that women can be both successful in their own right and supportive partners. This is particularly important for younger generations, who are looking for diverse role models. They show that a woman’s worth isn’t determined solely by her relationship.
The Power of Platform: WAGs Using Influence for Good
Having a large social media following provides a unique opportunity to amplify essential messages and raise awareness for various causes. Many WAGs use their Instagram, Twitter, and other platforms to speak out on social issues, promote charities, and encourage their followers to get involved.
For example, Olivia Harlan Dekker, the wife of Green Bay Packers tight end Jared Cooker, uses her platform to speak out about body positivity and mental health awareness. Her honesty and vulnerability resonate with her followers, creating a space for open conversation and support.
Future of WAG Social Impact: A Continued Shift
The image of the WAG is continuing to evolve. As more women use their platforms to pursue their passions, advocate for causes, and challenge stereotypes, the term will hopefully shed its outdated connotations. The focus will shift from tabloid fodder to recognising these women as individuals with their own unique talents and contributions to the world. They’re not just standing on the sidelines; they’re actively shaping society and inspiring others to do the same.
