From elite athletes to astute investors, the netball stars breaking new ground off the court

More than just lending their names to products, some of netball’s biggest stars have become investors in underwear giant Step One, becoming shareholders in the rising Aussie company.

They’re part of Australia’s biggest sport for women and girls, so it makes perfect sense that marketers would want to link with the country’s top netballers to promote their products.

And while we’re used to seeing them endorse footwear brands in the sport’s growing shoe wars, flaunt sportswear and make the occasional sponsored social media post, there’s a new player in town that’s engaging some of the sport’s biggest names in a new way.

Several Super Netball players have linked with Aussie underwear brand Step One, not just as brand ambassadors but shareholders in the company that has become a global sensation.

Diamonds squad midcourters Jamie-Lee Price and Hannah Mundy, England captain Fran Williams, Queensland Firebird Lara Dunkley, Jamaican defender Shamera Sterling-Humphrey and former Diamonds goaler Gretel Bueta are all connected with the sustainable brand developed by Aussie entrepreneur Greg Taylor.

More than just sponsored athletes, these brand ambassadors are also shareholders in the ASX-listed company, something they feel gives them skin in the game.

Netballers Jamie-Lee Price and Gretel Bueta are Step One ambassadors and shareholders. Picture: Step One

“I guess it’s a new way to do things, especially because, I guess you’ve got skin in the company, so you essentially want it to go as well as you possibly can,” Price said.

“You kind of feel a part of it, even more so, as opposed to, ‘we’re just going to send you some money, can you just post this?’

“Especially being in a team environment on the court, I feel like to be able to have a company and a business that want you to be able to learn and have experiences that you don’t normally have in the business world when you’re an athlete, that’s pretty cool.”

Mundy echoed those thoughts.

“It is a cool kind of relationship, and it does mean that you have almost more buy into the product,” she said.

Netballers Jamie-Lee Price (left) and Lara Dunkley are Step One ambassadors and shareholders. Picture: Step One

“I feel like I was very new to the scene in terms of being a shareholder and it did interest me.

“And when we had a chat, they were really good in terms of explaining everything and giving the numbers and stuff like that.

“And I think also having a couple of netballers already on board definitely gave me that confidence.

“And their products at Step One are great.”

Williams is currently based in Perth where she plays for West Coast Fever but with the brand having expanded overseas, she’s among several England netballers who are also brand ambassadors.

“As an athlete there’s obviously opportunities for sponsorship and being an ambassador,” Williams said.

“But by being a shareholder, you feel quite invested within the company and I feel like Step One, they really make the athletes a part of the brand.”

Williams, who holds an economics degree from Birmingham University said athletes were able to have a contribution into product and how the business was growing.

England captain Fran Williams, in action here for West Coast Fever, is among a growing list of athletes who are Step One ambassadors. Picture: Getty Images

“So you feel way more a part of it, rather than just being gifted free undies, but you’re also about helping grow the brand,” she said.

“It is cool to be a part of and everyone that works within Step One are great people too.”

Price said the Step One relationship was one that could help set her up for life after sport.

“I think it definitely helps you get that experience and exposure,” the Giants co-captain said.

“You can be as little as involved or as much as involved as you want to be in Step One, so I really enjoy it because I don’t really know what I want to do when I’m finished netball and to be able to gain experiences off the court with such a well known company and business is something pretty cool.

“And Greg (Taylor) is pretty amazing and pretty supportive actually.”

Rising Vixens star Mundy said athletes understood their sporting careers were relatively short and they had to prepare for the future.

Hannah Mundy of the Vixens is among the Step One investors looking to build her brand for life after sport. Picture: Getty Images

“You can only be a netballer for however long, so it is really encouraged to create your personal brand and partner with companies that you really relate to and are authentic to you,” she said.

“So I think netballers are going down the right path. I feel like in the past, everyone’s kind of the same - everyone has the same shoe company that they’re with (for example) – but now there’s a lot more opportunity and diversity in the brands that people are partnering with.”

Originally published as From elite athletes to astute investors, the netball stars breaking new ground off the court