In a significant career turn for Sophie Cunningham, the guard who spent the 2025 season with the Indiana Fever has simultaneously accelerated her off-court brand development.
After spending her first six seasons with the Phoenix Mercury, Cunningham made the move to Indiana in a trade early in the year.
Her transition to a new team marked both a fresh start and a challenge, as she adjusted to a different system while recovering from minor injuries early in the season. Despite these hurdles, Cunningham demonstrated her ability to contribute consistently and build momentum for the Fever’s playoff push.
On the floor, Cunningham appeared in 30 games for Indiana, posting averages of 8.6 points, 3.5 rebounds, and 1.2 assists per contest. Her presence added depth to the backcourt, helping the Fever navigate a challenging schedule and a competitive Eastern Conference. The team’s postseason run was one of the more surprising narratives of the 2025 WNBA Playoffs.
Entering as the No. 6 seed, Indiana upset the No. 3 seed Atlanta Dream in a tightly contested first-round series before pushing the Las Vegas Aces to the limit in a five-game semifinal matchup. Notably, much of this success occurred while Cunningham and star guard Caitlin Clark were sidelined, highlighting the team’s resilience and depth.
Unfortunately, Cunningham’s own campaign was cut short toward the end of the regular season when she tore the MCL in her right knee during a game against the Connecticut Sun, ending her season prematurely.
Brand expansion and new ventures
Off the court, Cunningham continued to make waves by expanding her personal brand. She secured partnerships with prominent companies such as Adidas and Arby’s, leveraging her visibility to reach fans beyond the basketball court. Most recently, she teamed up with Placed to launch “Placed by Sophie,” an interactive online store designed to mimic a locker-room experience.
The shop features Cunningham’s favorite items, some of which she wore before games, including her No. 8 Fever jersey, a “Hot Girls Eat Arby’s” T-shirt, Damian Lillard x Adidas sneakers, and a selection of cowboy hats and boots. Fans can explore clothing, cosmetics, and basketball gear, creating a unique blend of personal style and sports culture.
This venture reflects Cunningham’s strategy of building a brand that complements her athletic career while providing fans with a more intimate connection to her tastes and personality.
Looking ahead, Cunningham’s future with Indiana remains a point of interest. With only three players under contract for the 2026 season, the Fever could face substantial roster changes. Cunningham herself is set to become a free agent, giving her flexibility to explore opportunities both on and off the court.
Despite the setback from injury, her first season in Indiana showcased her versatility as a player and her potential as a brand ambassador, setting the stage for an exciting next chapter in her career.
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