July 24, 2025 • 25 mins
On this episode of Levels to This, Sheryl Swoopes and Terrika Foster-Brasby are live from WNBA All-Star weekend in Indy with special guest Esther Wallace from Playa Society. Sheryl and Tee talk to Esther about how she broke into the sports merch game, what it’s like working with heavyweights like Jordan and Cash App, and how she’s pushing women’s sports forward through fashion and culture. She also gets honest about the hustle behind running a business and what keeps her inspired.
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Speaker 1 (00:00):
Levels to This is an iHeart women's sports production in
partnership with Deep Blue Sports and Entertainment. You can find
us on the iHeartRadio app, Apple Podcasts, or wherever you
get your podcasts.
Speaker 2 (00:15):
All right, everyone, we're gonna get the show started, and
thank you so much for being here.
Speaker 3 (00:20):
Welcome to Indy.
Speaker 2 (00:21):
I am Laura Crenzy, the founder and CEO of Deep
Blue Sports and Entertainment. Thank you. Couldn't be happier to
be here. All Star weekend obviously, Indianapolis, so much excitement,
so much going on, so we appreciate you spending.
Speaker 3 (00:36):
Your afternoon with us.
Speaker 2 (00:37):
We have an incredible lineup, so our first live taping
of the afternoon. Fun fact, when I could play basketball,
this woman's shoes were the first ones that I owned.
Goes without saying the goat that is Cheryl Swoops, who
is still making it rain, still making it happen off
the court, and her co host Tarika are going to
(01:00):
come on up and do a live taping of their
show Levels to This.
Speaker 3 (01:03):
Let's welcome them up to the stage.
Speaker 4 (01:05):
Cherylto Rico, Hi, everybody, it's wonderful to be here. I mean,
we're Indianapolis, you know, what's so funny about what? So
here's the funny thing. I know we're here for WNBA
all storry and it's all about women's basketball. That's great,
But I'm also a football fan, and I am actually
an Indianapolis Colts fan.
Speaker 3 (01:26):
So I'm just be here.
Speaker 4 (01:29):
Okay, Lucas Oil is right there. I was like, I
have got to buy all the Colt stuff here because
I live in Connecticut and it ain't not sailing Colts
stuff back in Connecticut. I gotta buy it. It's stuck
up so I can go home be grave. Do you
have a football team?
Speaker 3 (01:43):
You like football too? The Texans, y'all. I don't really
do football like that. And she knows that. She's always
trying to put me on the spot. But I need
to address one thing. What's that? Because Laura where to.
Speaker 4 (01:53):
Larago Laura's ringway, I don't know.
Speaker 3 (01:55):
Oh, there you go, y'all.
Speaker 1 (01:56):
She said, I'm still making it rain, but not like that,
not like y'all.
Speaker 2 (02:00):
Ah.
Speaker 1 (02:01):
I am in nobody's club making it right, y'all.
Speaker 5 (02:05):
Don't y'all don't want to see that, I promise you.
Speaker 3 (02:08):
But on another.
Speaker 1 (02:09):
Note, like I told someone earlier, and I don't know
about you or any of y'all when y'all got here.
Speaker 3 (02:15):
You know, I've been around w All Stars for for
a while.
Speaker 1 (02:20):
Yeah, but when I got to Indy, this might be
the best.
Speaker 4 (02:25):
Like airport marketing, right, marketing is crazy.
Speaker 1 (02:31):
Because from the time from the time i'd like got
off the plane and started walking like I felt.
Speaker 3 (02:38):
Oh yeah, y'all are y'all are really ready for All Stars?
Like such a great vibe, had a whole court. I
was the only thing I needed.
Speaker 1 (02:47):
I needed them to have a ball because I was
really looking for a ball so I could get some
shots up.
Speaker 2 (02:51):
So you get some.
Speaker 4 (02:51):
Shots up in there that would have been so nuts.
I agree with you. Like the branding, yeah, quite literally.
You may know they were here for All Star. You
know it now they have renamed the streets down town
like all of.
Speaker 3 (03:03):
The streets brilliant. How brilliant was that?
Speaker 4 (03:06):
The marketing and the branding is totally on point. Yeah,
I agree, I love it.
Speaker 3 (03:09):
I love it, absolutely love it.
Speaker 4 (03:11):
Well, guys, welcome to levels to this. This is the
podcast where we usually talk about the things that women
go through even though men are here, and we acknowledge
your existence sometimes sometimes, but no, we are very excited
to be coming to you live today. We have incredible guest.
Our guest is so incredible that, quite literally, she is
(03:33):
everywhere all the time, even when she isn't physically there,
because everywhere you go you are seeing someone rocking something
from her company and from her brand. I was watching TV,
I see you. I was watching The Shy.
Speaker 3 (03:49):
This is like a year ago.
Speaker 4 (03:50):
I was watching The Shy and one of the characters
got up and he had on a white Candas Parker
shirt and I was like, hey, Rewind. I was watching
with my husband and he hates when I'd be like
pause it, Rewind, like what did you miss? Get out
your phone and I'm like, no, I was on my phone.
I think I saw something and I need to be
sure that I saw it. And sure enough I rewound
(04:11):
it and one of the characters was wearing Player Societies
Candice Parker Chicago sky shirt.
Speaker 3 (04:17):
How about that? How about that?
Speaker 4 (04:19):
And so I said, that's my girl. You know how
you you know how we do we claim everything. That's
my girl, my g that's herbred. So without further ado,
please help me. Welcome to the stage. Esther Wallace.
Speaker 5 (04:33):
Yeah, Esther so fly, She always so fly, talking about
rapping her stuff right in the front row.
Speaker 1 (04:46):
Right there, which is one of my face right in
the bag.
Speaker 3 (04:50):
It.
Speaker 1 (04:55):
Yeah, everybody, everybody's digging in the bag like I got something,
I got.
Speaker 3 (04:59):
Something to eggs.
Speaker 4 (05:01):
Love you, I guess everywhere you're literally you are literally
every I have to bear in mind too, And I
ain't even know what to put on because I'm a
flex I got a few things.
Speaker 3 (05:10):
I was, that's a good joy on my face.
Speaker 4 (05:12):
I actually saw the ones that Courtney and t had
on and it had stub Buss cass.
Speaker 3 (05:17):
And I was, I love it. I love that one.
Speaker 4 (05:21):
I was like, I ain't trying to be a hater,
but how y'all get them personalized at some jerseys.
Speaker 3 (05:26):
I got you, I got you.
Speaker 4 (05:28):
You know somebody who knows somebody. Well, first off, we're
incredibly excited to have you back. You're really a friend
of the show, so we had esther on before. But
just kind of first take us through being here, Like,
I know your schedule has been demanding, but like, what
has your experience been here in Indianapolis?
Speaker 6 (05:45):
This has been a really special All Star because this
is my fourth as a brand showing up and this
year is just it's different for me and play a
society on a personal level, because this is the first
year that I have a team, right, so like I've hired,
I'm building a team and they're great and so like,
(06:06):
I wouldn't be sitting with y'all if I didn't have
a great team, And so that's been really big. And
then being able to lean into what I think I
do best, right, which is the creative side of things,
and you know, like you said, being everywhere right, we
have some partnerships with State Farm and American Express and
La Crema and of course Jordan Brand really wild. So
(06:31):
just being able to lean into getting more of that
creative out there has been amazing.
Speaker 1 (06:35):
Yeah, Ast we talked when you came on the show
a few months ago. We talked about your start, right,
like where you started and how you got here. Did
you ever imagine that you would be sitting here and
having all of these different partnerships. You didn't mention cash Ad,
but I thought that was a big one too, that
you did. Did you ever think that you would see
(06:59):
this moment?
Speaker 3 (07:00):
Not necessarily so I knew.
Speaker 6 (07:02):
I knew because I created something that I believed in, right,
So I knew that women's sports and women's basketball deserved
better and could do better and would be better if
it was invested in right, and so I wanted to
make that investment to almost create the blue like I
kind of knowingly was like, I want to create the
blueprint of how this works because I see that y'all
are doing it wrong. So that was that was intentional,
(07:25):
but had no idea how many brands were going to
be like, oh my god, like, we love what you're doing,
do it with us. I really didn't predict that part
for sure, but I love that part because I really
like bridging the gap. Like I love to be able
to take two things that you know, who thought that
cash app and women's sports were going to do a thing,
(07:46):
and I like to kind of creatively make those two
things come together.
Speaker 4 (07:50):
You know, you mentioned your partnership with Jordan Brand, and
which is really dope considering Cherol is also a Jordan athlete,
so and I mean, she practically is Jordan's but I'm not.
Speaker 1 (08:01):
But I'm not on that shirt.
Speaker 4 (08:03):
Wait, she she's Suiryl, she's Surreyl. We're gonna be clear,
she's Sureyl. But you know, you get y'all get what
I'm saying like I'm not on that shirt.
Speaker 3 (08:12):
We gotta take care of you. This is this is okay,
my own shirt.
Speaker 4 (08:16):
Let's shirt.
Speaker 3 (08:21):
Okay. We love to see everybody. You know. I am,
I will. I will put your face all over all
the shirts, the shirts. I love catching you.
Speaker 4 (08:32):
I do.
Speaker 3 (08:34):
Go ahead, go ahead, go ahead, go ahead. I'm blushing
right now, y'all. Just can't tell I really am. I am,
y'all this.
Speaker 4 (08:40):
I've been going through this since October. This is a
regular occurrence. No way to cry, I know, but no.
You You mentioned your partnership with Jordan Brand, and it
is incredible, to be honest, to walk in I walked
into an event space last night and all I could
see were your sketches, your shirts, your representation all over.
(09:04):
So it's not necessarily just about getting partnerships, but intentional
and meaningful partnerships given you know how big and influential
Jordan Brand is the type of athletes that come under
their brand, Like what went into establishing that particular partnership
because I'm might ask you to model in a minute
because they need to see the seat.
Speaker 6 (09:23):
Yeah, you know, I always think that, like a lot
of these things that come together over time, right, and
so it's been a journey honestly and connecting and Jordan
Brand has appreciated the work for a while, a lot
of people within the company were just kind of rooting
for me, and so I think it starts there and
kind of building that language and relationship with a brand.
(09:45):
And I always tell them, I tell everyone, you know,
I stay ready, So that part I always have, you know,
my apple pencil in my hand, and I'm always working,
always sketching, and so a part of it is, you know,
stay ready. And so a lot of the players on
this shirt, like I've I've sketched them, like Ryan Fee,
like there's always a reason to be, you know, working
and perfecting that craft.
Speaker 3 (10:05):
And so it came together.
Speaker 6 (10:07):
I was prepared, I was ready to go, and so
it was a labor of love because especially when you're
when I'm working on players faces and their their likeness,
I want them to love it and so always having
that in mind. But you know, I think it's it's
been a it's been practice waiting for this moment, So
I'm excited about it.
Speaker 4 (10:25):
Can I just follow up really quick, because one I
want to ask you, how long did it take you
to sketch all of those. But you just said something
like people within Jordan Brand were rooting for me, And
that's key because not every situation do you have people
actively wanting to see your success. And so I think
it's just important to like really appreciate that that when
(10:49):
people are speaking your name in rooms that you aren't in, like,
that's how you know you've really made an impact. So
I want you to like be in that, like sit
in that because that's important.
Speaker 1 (10:59):
It really is, really is.
Speaker 4 (11:01):
But honestly, how long it takes you to sketch all it?
Speaker 6 (11:05):
Every time I sit down to sketch, I like, look
at the time I start a timer, but like I
can never keep track of the full project. I think
there was like one sketch where I was like, okay,
that took me like eight hours. Yeah, but I'll especially
a roster teeth. This is like twelve players faces. Yeah, yeah, this,
and you know what the deadline is, right, and so
(11:26):
you're kind of just like whatever time is not, it's
not real. You just got to get it done. And
so I've definitely lost track of time.
Speaker 3 (11:34):
I tried.
Speaker 6 (11:35):
I tried, but like probably around like our twelve I
don't know. You know, it's days, it's weeks, it's I
don't know. Time is a construct.
Speaker 1 (11:51):
You know what I love is there's so many people
that try to do this right. When you see your work,
you know it's your work. I saw a lady earlier.
She's like, I love the quality. I love the material,
it lasts long.
Speaker 3 (12:07):
I love that.
Speaker 1 (12:08):
The other thing I love. As a former athlete who's
probably seen my face on a lot of different things
that didn't look like me, I was like, y'all, that
is not me. But everything that you do, like with
different players, it always looks like that player. And I'll
tell you this in case no one else has said
it like that means a lot. I will rock my
(12:29):
chiryls some T shirt every day all day because it
looks like me. Like other stuff before, I was like,
why are y'all even telling that?
Speaker 3 (12:36):
Because it doesn't look like me.
Speaker 1 (12:38):
So my question to you is when you're doing individual players, like,
how do you decide what player, which player you want
to sketch?
Speaker 3 (12:50):
First of all, I am not in charge.
Speaker 6 (12:53):
Okay, the fans are in charge because they are telling
me constantly, and I appreciate it so much.
Speaker 3 (13:00):
She appreciated.
Speaker 6 (13:01):
Sometimes sometime like WNBA, Twitter, they're in charge. They're just like,
we need this shirt, we need this player, we need Gabby,
we need you know. And so really I listen because
I know how important it is. When I first started,
it was I wanted to make sure that I wasn't
only focusing on the top Yeah three, because.
Speaker 3 (13:19):
That's what everybody's focusing on.
Speaker 6 (13:20):
Yeah, there are fans of so many players, and they
don't players don't get to have product and see like
meat fans that are wearing their products, and fans don't
get to shop a lot of players that they love
and appreciate. So I always wanted to make sure that
I lean into as many players as I can. And
I think at the start of the season, I was like,
(13:40):
am I Am I doing what I intended to do?
When I counted how many players I've sketched, and it's
I think around seventy at this point. If you include
like all the roster tees and individual player t's and
all of those things, It's been awesome.
Speaker 4 (13:53):
That is wild. Listen, you're gonna get a stick figure
messing with me?
Speaker 1 (13:58):
You are you know home, I want to ask a
question and I'm not putting you on the spot, so
like your Jordan roster T shirt, which is amazing.
Speaker 3 (14:09):
By the way, can we get like an old school
ol G. I don't know, I don't know what kind
of roster.
Speaker 1 (14:18):
Oh I do know you could do like the top
fifteen players that was voted on in twenty eleven.
Speaker 3 (14:25):
I'm down.
Speaker 1 (14:27):
Can you get fifteen on the company and skip the
one that we just did in twenty.
Speaker 4 (14:31):
Twenty and now was it twenty twenty two? The one
in twenty twenty one, the top fifteen or top twenty,
you just gonna skip that.
Speaker 5 (14:39):
I went to twenty eleven because I know I was
on that one.
Speaker 3 (14:42):
But unless she's.
Speaker 4 (14:43):
On, but you was it? Never mind?
Speaker 6 (14:46):
Can pneak you into like all the like in the back.
Speaker 3 (14:50):
I'll just be like, sures it you're gonna put me
on the back? No, no, like in the.
Speaker 7 (14:55):
I'll just.
Speaker 1 (14:57):
Okayay, okay, I just I just think you're like your
work though, is so and t you said it it's
intentional and you know it's it's so amazing to see
like the evolution of the game in where we are today.
Speaker 3 (15:15):
I'm not gonna cry.
Speaker 1 (15:16):
I know te thinks I will, But I had a
conversation with someone earlier today and we were just talking
about like where we are in this moment, and I
think it's so incredible to see a like where the
players are all the things that the players are getting.
But I also think it's amazing to see play a society,
(15:38):
to see the esthers finally getting the recognition that you
deserve as well. So since we got a lot of
flowers right here, take your pick, just we just give it.
We've given you flowers today because you you see, you
got me crying, because you absolutely deserve it, because we
got kids in here, we do y'all ever heard the
word shit before us, I'll say shit.
Speaker 3 (16:00):
I just know, like because shit wasn't always easy.
Speaker 1 (16:03):
Yeah, and you stay down, you stayed there, you kept working,
you put your head down, and girl, people are blowing
your phone up now like we just want a piece.
We want to part. So I want to say thank
you for being who you are, continuing to do what
you're doing and keep going. Sis.
Speaker 3 (16:21):
Yes, don't make me try. I just got my makeup done.
Speaker 4 (16:29):
Struggle crying a minute now, but I tell them about
it that. I do want to echo that sentiment though,
because when you're talking about the growth of women's basketball.
I do hope that, or maybe I'll just ask like,
do you realize the part that you've played, and did
you ever think that when it came to expanding, because
(16:51):
when there's new teams, I'm pretty sure they was like
we need some Valkyrie stuff. When there's now you've got
three more teams, Detroit is coming in twenty twenty nine.
Needs you to understand Detroit is coming in twenty twenty nine.
But with expansion, with new players coming into the league, like,
do you ever feel pressure to say, like, hey, I've
got to keep up with the demand because you also
(17:13):
mentioned that you've got a team now, and I remember
Esther being at them pop up shops for hours breaking
things down, putting things up, So like how much pressure
or how and how has that maybe been alleviated now
that you're growing as this league is growing.
Speaker 6 (17:30):
Well, I think I always look at business and what
I do as kind of like similar to basketball and
being on the court.
Speaker 3 (17:38):
So I think you.
Speaker 6 (17:38):
Know, correct me if I'm wrong how you feel because
you played at the highest levels. But for me, it's
kind of like the pressure is always there because you
always have the goal that you have right and so
like even though we're doing what we're doing now, there's
always another level or another goal or things like that.
And I am kind of the queen of putting pressure
on myself, like to be honest, Uh, there's a lot
(18:01):
that I want to do and accomplish, and so I'm
trying to get after it, right, So there's pressure, but
it's that that good kind of pressure, you know, Like
it's that fourth quarter. I'm always trying to I feel
like I'm always trying to hit a game winner, right,
Like when you say how much time did this take?
It doesn't matter how much time I have, right, I
still have to get it done. And so that's a
(18:21):
lot of the pressure that you know, I try to
be consistent and make sure that we're only putting out
that intentional product that the players love, that the fans love,
and all of those things. And then with the with
the growth of the league and being I did not
realize how much of an impact the merch would have.
I guess on the growth of the game and the
(18:42):
growth of the league.
Speaker 3 (18:43):
I knew.
Speaker 6 (18:46):
Or I had hoped that the players would it would
change like how the players feel, right, because for me,
it was just all about a feeling of vibe, right,
not necessarily chasing data and numbers and all of those things.
It was like, how is everybody going to feel? Are
they gonna feel seen? Are they going to feel represented?
Are they going to feel connected? That's really what I
leaned into. And you can't really measure that, right, It's
(19:09):
just a feeling.
Speaker 3 (19:09):
It's a vibe.
Speaker 1 (19:10):
Yeah, So you've sketched did you say, over seventy around
around seventy athletes?
Speaker 3 (19:17):
Two questions.
Speaker 1 (19:18):
Is there an athlete that you're like, oh my gosh,
I absolutely cannot wait to sketch her? And also mention
all the incredible brands? Is there a brand that you're like,
I cannot wait to do a collab with them? And
you got to put it out there so they couldn't
hear it.
Speaker 6 (19:35):
I know I told you this before, but you were
the you were that player for for quite a while.
Speaker 3 (19:40):
I got it done? You did, I did?
Speaker 1 (19:42):
She didn't give me some Now you like and then
like did it did it?
Speaker 3 (19:45):
Your sketch is like on my wall?
Speaker 6 (19:47):
And you know, like I feel like the vibe is
always there, like I need that, I need your energy,
like since I got you. Yeah, but now, I mean
it's tough to like I like to, I like to.
Speaker 3 (19:58):
Really perfect a player.
Speaker 6 (20:01):
You know, and I feel like if I can, like,
you know, pat myself on the back.
Speaker 3 (20:05):
I feel like I did that with Asia last season.
Speaker 6 (20:08):
Yes you did, and fee if we can like early
MVP prediction, I don't know, but I'm looking forward to
like seeing who I can perfect this year. Who's gonna,
you know, end the season on a high things like that.
But yeah, I mean really it's it's whoever the fans
are asking for right now. I know there's a lot
of Gabby out there. Gabby Williams. I know that, so
(20:30):
let's get after it. But yeah, I'm in the season
of like perfecting a lot of faces.
Speaker 3 (20:35):
What was the other bred of a brand?
Speaker 1 (20:37):
You would be like, oh, I can't wait to collab
with this brand.
Speaker 6 (20:40):
Jordan was like, you know, that's crazy to even say
like those things, like for like I was thinking, Jordan Brand,
Jordan Brand, I want that collab.
Speaker 1 (20:47):
Wow.
Speaker 6 (20:48):
And so to like be like, sureyl I want that.
I want to sketch that shirt, and so to actually
like acknowledge that, Wow, we did that, you know, And
so obviously there's still there's more to come and things
that that I'm want to do. I wish I had
a brand for you, but I also think that one
of the things that I really want to lean into
is making sure that I'm pouring into a play Society
(21:10):
brand as well, right because I feel like we do
do a lot of collaborations, but you know, collaborations always
have their their path. There's so much more that I
want to do with play a Society to uh, you know,
elevate the brand itself.
Speaker 3 (21:24):
So I mean, I don't.
Speaker 6 (21:25):
Want to be like, oh, I want to collab with myself,
but you know, kind of I don't really want to
how we can continue to elevate the brand.
Speaker 1 (21:34):
So I want to add one thing to that tea
would you ever consider or think about doing other sports?
Speaker 3 (21:42):
For sure?
Speaker 6 (21:42):
And that's that conversation has been out there. You know,
we did we did a championship drop with inn WSL
last season.
Speaker 3 (21:49):
Yeah yeah, yeah, yeah yeah.
Speaker 6 (21:51):
So we've had those conversations and we've really leaned into them.
And for me, it's always like, how can we do
this intentionally? How can we do it in a way
that we know it's going to make an impact Because
I've never been about like, let's just put merch out
there because when I came into the space, it was like, Okay,
there's some merch, but it's not good, you know what
I mean? How can we be great consistently? How can
(22:12):
we understand this another sport and make that type of
impact And so yeah, we want to do it and
I think that it'll be coming in the future.
Speaker 3 (22:21):
I love that.
Speaker 4 (22:31):
I literally love that because I'm gonna be one of
the ones on you in your Twitter, on your social
like you know, I'm a baseball girl, a ya by ves?
Oh yeah NWSL Bro Hockey League, come on, let's get it.
So yes, it's definitely gonna be me. I know my listen,
I know myself and I know I'm a pest, so
I know it's me. I know Wene needs you to
(22:51):
confirm esther. Remember remember the at yes right, yeah, I've
definitely was the loudest one in the room about can
we get in the list of times shirt? Can we
get an a T shirt? And got an a T
shirt that only lasted a year because she want to
be in Phoenix.
Speaker 3 (23:06):
It is what it is.
Speaker 4 (23:10):
We can literally have this conversation on and on and
on all day. So I know we got a wrap
because we have some incredible panels that are coming on
right after us. But before we do, two things need
to happen. One, I'm gonna need you to get up
and model this shirt.
Speaker 3 (23:23):
Yeah.
Speaker 4 (23:24):
And then the second thing is I need you to
tell everybody where they can get that shirt because I
know that it is exclusive right now for this w
n B A All Star, So I want you to
make sure people can figure.
Speaker 7 (23:37):
Out yes, okay, she got and everything.
Speaker 3 (23:52):
Thanks for putting me on the spot with that.
Speaker 1 (23:54):
That's great.
Speaker 3 (23:56):
As to your talented facts, you are talented. Thank you.
Speaker 6 (24:00):
This teacher and more Play Anxiety is available at the
WNBA Live space and then you can also go to
the Jordan storefront on mass app. Look that up and
it should be on our Instagram if you want to
get directions.
Speaker 4 (24:13):
I love that.
Speaker 1 (24:14):
I love that.
Speaker 4 (24:15):
Well. Thank you guys so much for tuning in and
being present for this episode of Levels to this. You
guys have a call to action. You guys need to
make sure that you are following us on Instagram at
ltt pod. You can find us on Apple Music, Spotify,
wherever it is that you get your podcasts and leave reviews,
send us emails dm us. We love to get feedback,
(24:37):
but be positive feedback, because if y'all come at me
with some negative feedback.
Speaker 3 (24:41):
I'm kidding. Y'all.
Speaker 4 (24:42):
Have a wonderful rest of your WNBA All Star.
Speaker 3 (24:45):
Thank you guys, and thank you.
Speaker 5 (24:46):
Thank you y'all.
Speaker 3 (24:48):
I love y'all. Thank you.
Speaker 1 (24:51):
Listen to Levels to This on America's number one podcast network,
iHeart Open your free iHeart app and search levels to
this with Cheryl Swoops and Tarika Foster Brasbee and start listening.
Levels to This is an iHeart women's sports production in
partnership with Deep Blue Sports and Entertainment. You can find
us on the iHeartRadio app, Apple Podcasts, or wherever you
get your podcasts.
Speaker 2 (00:15):
All right, everyone, we're gonna get the show started, and
thank you so much for being here.
Speaker 3 (00:20):
Welcome to Indy.
Speaker 2 (00:21):
I am Laura Crenzy, the founder and CEO of Deep
Blue Sports and Entertainment. Thank you. Couldn't be happier to
be here. All Star weekend obviously, Indianapolis, so much excitement,
so much going on, so we appreciate you spending.
Speaker 3 (00:36):
Your afternoon with us.
Speaker 2 (00:37):
We have an incredible lineup, so our first live taping
of the afternoon. Fun fact, when I could play basketball,
this woman's shoes were the first ones that I owned.
Goes without saying the goat that is Cheryl Swoops, who
is still making it rain, still making it happen off
the court, and her co host Tarika are going to
(01:00):
come on up and do a live taping of their
show Levels to This.
Speaker 3 (01:03):
Let's welcome them up to the stage.
Speaker 4 (01:05):
Cherylto Rico, Hi, everybody, it's wonderful to be here. I mean,
we're Indianapolis, you know, what's so funny about what? So
here's the funny thing. I know we're here for WNBA
all storry and it's all about women's basketball. That's great,
But I'm also a football fan, and I am actually
an Indianapolis Colts fan.
Speaker 3 (01:26):
So I'm just be here.
Speaker 4 (01:29):
Okay, Lucas Oil is right there. I was like, I
have got to buy all the Colt stuff here because
I live in Connecticut and it ain't not sailing Colts
stuff back in Connecticut. I gotta buy it. It's stuck
up so I can go home be grave. Do you
have a football team?
Speaker 3 (01:43):
You like football too? The Texans, y'all. I don't really
do football like that. And she knows that. She's always
trying to put me on the spot. But I need
to address one thing. What's that? Because Laura where to.
Speaker 4 (01:53):
Larago Laura's ringway, I don't know.
Speaker 3 (01:55):
Oh, there you go, y'all.
Speaker 1 (01:56):
She said, I'm still making it rain, but not like that,
not like y'all.
Speaker 2 (02:00):
Ah.
Speaker 1 (02:01):
I am in nobody's club making it right, y'all.
Speaker 5 (02:05):
Don't y'all don't want to see that, I promise you.
Speaker 3 (02:08):
But on another.
Speaker 1 (02:09):
Note, like I told someone earlier, and I don't know
about you or any of y'all when y'all got here.
Speaker 3 (02:15):
You know, I've been around w All Stars for for
a while.
Speaker 1 (02:20):
Yeah, but when I got to Indy, this might be
the best.
Speaker 4 (02:25):
Like airport marketing, right, marketing is crazy.
Speaker 1 (02:31):
Because from the time from the time i'd like got
off the plane and started walking like I felt.
Speaker 3 (02:38):
Oh yeah, y'all are y'all are really ready for All Stars?
Like such a great vibe, had a whole court. I
was the only thing I needed.
Speaker 1 (02:47):
I needed them to have a ball because I was
really looking for a ball so I could get some
shots up.
Speaker 2 (02:51):
So you get some.
Speaker 4 (02:51):
Shots up in there that would have been so nuts.
I agree with you. Like the branding, yeah, quite literally.
You may know they were here for All Star. You
know it now they have renamed the streets down town
like all of.
Speaker 3 (03:03):
The streets brilliant. How brilliant was that?
Speaker 4 (03:06):
The marketing and the branding is totally on point. Yeah,
I agree, I love it.
Speaker 3 (03:09):
I love it, absolutely love it.
Speaker 4 (03:11):
Well, guys, welcome to levels to this. This is the
podcast where we usually talk about the things that women
go through even though men are here, and we acknowledge
your existence sometimes sometimes, but no, we are very excited
to be coming to you live today. We have incredible guest.
Our guest is so incredible that, quite literally, she is
(03:33):
everywhere all the time, even when she isn't physically there,
because everywhere you go you are seeing someone rocking something
from her company and from her brand. I was watching TV,
I see you. I was watching The Shy.
Speaker 3 (03:49):
This is like a year ago.
Speaker 4 (03:50):
I was watching The Shy and one of the characters
got up and he had on a white Candas Parker
shirt and I was like, hey, Rewind. I was watching
with my husband and he hates when I'd be like
pause it, Rewind, like what did you miss? Get out
your phone and I'm like, no, I was on my phone.
I think I saw something and I need to be
sure that I saw it. And sure enough I rewound
(04:11):
it and one of the characters was wearing Player Societies
Candice Parker Chicago sky shirt.
Speaker 3 (04:17):
How about that? How about that?
Speaker 4 (04:19):
And so I said, that's my girl. You know how
you you know how we do we claim everything. That's
my girl, my g that's herbred. So without further ado,
please help me. Welcome to the stage. Esther Wallace.
Speaker 5 (04:33):
Yeah, Esther so fly, She always so fly, talking about
rapping her stuff right in the front row.
Speaker 1 (04:46):
Right there, which is one of my face right in
the bag.
Speaker 3 (04:50):
It.
Speaker 1 (04:55):
Yeah, everybody, everybody's digging in the bag like I got something,
I got.
Speaker 3 (04:59):
Something to eggs.
Speaker 4 (05:01):
Love you, I guess everywhere you're literally you are literally
every I have to bear in mind too, And I
ain't even know what to put on because I'm a
flex I got a few things.
Speaker 3 (05:10):
I was, that's a good joy on my face.
Speaker 4 (05:12):
I actually saw the ones that Courtney and t had
on and it had stub Buss cass.
Speaker 3 (05:17):
And I was, I love it. I love that one.
Speaker 4 (05:21):
I was like, I ain't trying to be a hater,
but how y'all get them personalized at some jerseys.
Speaker 3 (05:26):
I got you, I got you.
Speaker 4 (05:28):
You know somebody who knows somebody. Well, first off, we're
incredibly excited to have you back. You're really a friend
of the show, so we had esther on before. But
just kind of first take us through being here, Like,
I know your schedule has been demanding, but like, what
has your experience been here in Indianapolis?
Speaker 6 (05:45):
This has been a really special All Star because this
is my fourth as a brand showing up and this
year is just it's different for me and play a
society on a personal level, because this is the first
year that I have a team, right, so like I've hired,
I'm building a team and they're great and so like,
(06:06):
I wouldn't be sitting with y'all if I didn't have
a great team, And so that's been really big. And
then being able to lean into what I think I
do best, right, which is the creative side of things,
and you know, like you said, being everywhere right, we
have some partnerships with State Farm and American Express and
La Crema and of course Jordan Brand really wild. So
(06:31):
just being able to lean into getting more of that
creative out there has been amazing.
Speaker 1 (06:35):
Yeah, Ast we talked when you came on the show
a few months ago. We talked about your start, right,
like where you started and how you got here. Did
you ever imagine that you would be sitting here and
having all of these different partnerships. You didn't mention cash Ad,
but I thought that was a big one too, that
you did. Did you ever think that you would see
(06:59):
this moment?
Speaker 3 (07:00):
Not necessarily so I knew.
Speaker 6 (07:02):
I knew because I created something that I believed in, right,
So I knew that women's sports and women's basketball deserved
better and could do better and would be better if
it was invested in right, and so I wanted to
make that investment to almost create the blue like I
kind of knowingly was like, I want to create the
blueprint of how this works because I see that y'all
are doing it wrong. So that was that was intentional,
(07:25):
but had no idea how many brands were going to
be like, oh my god, like, we love what you're doing,
do it with us. I really didn't predict that part
for sure, but I love that part because I really
like bridging the gap. Like I love to be able
to take two things that you know, who thought that
cash app and women's sports were going to do a thing,
(07:46):
and I like to kind of creatively make those two
things come together.
Speaker 4 (07:50):
You know, you mentioned your partnership with Jordan Brand, and
which is really dope considering Cherol is also a Jordan athlete,
so and I mean, she practically is Jordan's but I'm not.
Speaker 1 (08:01):
But I'm not on that shirt.
Speaker 4 (08:03):
Wait, she she's Suiryl, she's Surreyl. We're gonna be clear,
she's Sureyl. But you know, you get y'all get what
I'm saying like I'm not on that shirt.
Speaker 3 (08:12):
We gotta take care of you. This is this is okay,
my own shirt.
Speaker 4 (08:16):
Let's shirt.
Speaker 3 (08:21):
Okay. We love to see everybody. You know. I am,
I will. I will put your face all over all
the shirts, the shirts. I love catching you.
Speaker 4 (08:32):
I do.
Speaker 3 (08:34):
Go ahead, go ahead, go ahead, go ahead. I'm blushing
right now, y'all. Just can't tell I really am. I am,
y'all this.
Speaker 4 (08:40):
I've been going through this since October. This is a
regular occurrence. No way to cry, I know, but no.
You You mentioned your partnership with Jordan Brand, and it
is incredible, to be honest, to walk in I walked
into an event space last night and all I could
see were your sketches, your shirts, your representation all over.
(09:04):
So it's not necessarily just about getting partnerships, but intentional
and meaningful partnerships given you know how big and influential
Jordan Brand is the type of athletes that come under
their brand, Like what went into establishing that particular partnership
because I'm might ask you to model in a minute
because they need to see the seat.
Speaker 6 (09:23):
Yeah, you know, I always think that, like a lot
of these things that come together over time, right, and
so it's been a journey honestly and connecting and Jordan
Brand has appreciated the work for a while, a lot
of people within the company were just kind of rooting
for me, and so I think it starts there and
kind of building that language and relationship with a brand.
(09:45):
And I always tell them, I tell everyone, you know,
I stay ready, So that part I always have, you know,
my apple pencil in my hand, and I'm always working,
always sketching, and so a part of it is, you know,
stay ready. And so a lot of the players on
this shirt, like I've I've sketched them, like Ryan Fee,
like there's always a reason to be, you know, working
and perfecting that craft.
Speaker 3 (10:05):
And so it came together.
Speaker 6 (10:07):
I was prepared, I was ready to go, and so
it was a labor of love because especially when you're
when I'm working on players faces and their their likeness,
I want them to love it and so always having
that in mind. But you know, I think it's it's
been a it's been practice waiting for this moment, So
I'm excited about it.
Speaker 4 (10:25):
Can I just follow up really quick, because one I
want to ask you, how long did it take you
to sketch all of those. But you just said something
like people within Jordan Brand were rooting for me, And
that's key because not every situation do you have people
actively wanting to see your success. And so I think
it's just important to like really appreciate that that when
(10:49):
people are speaking your name in rooms that you aren't in, like,
that's how you know you've really made an impact. So
I want you to like be in that, like sit
in that because that's important.
Speaker 1 (10:59):
It really is, really is.
Speaker 4 (11:01):
But honestly, how long it takes you to sketch all it?
Speaker 6 (11:05):
Every time I sit down to sketch, I like, look
at the time I start a timer, but like I
can never keep track of the full project. I think
there was like one sketch where I was like, okay,
that took me like eight hours. Yeah, but I'll especially
a roster teeth. This is like twelve players faces. Yeah, yeah, this,
and you know what the deadline is, right, and so
(11:26):
you're kind of just like whatever time is not, it's
not real. You just got to get it done. And
so I've definitely lost track of time.
Speaker 3 (11:34):
I tried.
Speaker 6 (11:35):
I tried, but like probably around like our twelve I
don't know. You know, it's days, it's weeks, it's I
don't know. Time is a construct.
Speaker 1 (11:51):
You know what I love is there's so many people
that try to do this right. When you see your work,
you know it's your work. I saw a lady earlier.
She's like, I love the quality. I love the material,
it lasts long.
Speaker 3 (12:07):
I love that.
Speaker 1 (12:08):
The other thing I love. As a former athlete who's
probably seen my face on a lot of different things
that didn't look like me, I was like, y'all, that
is not me. But everything that you do, like with
different players, it always looks like that player. And I'll
tell you this in case no one else has said
it like that means a lot. I will rock my
(12:29):
chiryls some T shirt every day all day because it
looks like me. Like other stuff before, I was like,
why are y'all even telling that?
Speaker 3 (12:36):
Because it doesn't look like me.
Speaker 1 (12:38):
So my question to you is when you're doing individual players, like,
how do you decide what player, which player you want
to sketch?
Speaker 3 (12:50):
First of all, I am not in charge.
Speaker 6 (12:53):
Okay, the fans are in charge because they are telling
me constantly, and I appreciate it so much.
Speaker 3 (13:00):
She appreciated.
Speaker 6 (13:01):
Sometimes sometime like WNBA, Twitter, they're in charge. They're just like,
we need this shirt, we need this player, we need Gabby,
we need you know. And so really I listen because
I know how important it is. When I first started,
it was I wanted to make sure that I wasn't
only focusing on the top Yeah three, because.
Speaker 3 (13:19):
That's what everybody's focusing on.
Speaker 6 (13:20):
Yeah, there are fans of so many players, and they
don't players don't get to have product and see like
meat fans that are wearing their products, and fans don't
get to shop a lot of players that they love
and appreciate. So I always wanted to make sure that
I lean into as many players as I can. And
I think at the start of the season, I was like,
(13:40):
am I Am I doing what I intended to do?
When I counted how many players I've sketched, and it's
I think around seventy at this point. If you include
like all the roster tees and individual player t's and
all of those things, It's been awesome.
Speaker 4 (13:53):
That is wild. Listen, you're gonna get a stick figure
messing with me?
Speaker 1 (13:58):
You are you know home, I want to ask a
question and I'm not putting you on the spot, so
like your Jordan roster T shirt, which is amazing.
Speaker 3 (14:09):
By the way, can we get like an old school
ol G. I don't know, I don't know what kind
of roster.
Speaker 1 (14:18):
Oh I do know you could do like the top
fifteen players that was voted on in twenty eleven.
Speaker 3 (14:25):
I'm down.
Speaker 1 (14:27):
Can you get fifteen on the company and skip the
one that we just did in twenty.
Speaker 4 (14:31):
Twenty and now was it twenty twenty two? The one
in twenty twenty one, the top fifteen or top twenty,
you just gonna skip that.
Speaker 5 (14:39):
I went to twenty eleven because I know I was
on that one.
Speaker 3 (14:42):
But unless she's.
Speaker 4 (14:43):
On, but you was it? Never mind?
Speaker 6 (14:46):
Can pneak you into like all the like in the back.
Speaker 3 (14:50):
I'll just be like, sures it you're gonna put me
on the back? No, no, like in the.
Speaker 7 (14:55):
I'll just.
Speaker 1 (14:57):
Okayay, okay, I just I just think you're like your
work though, is so and t you said it it's
intentional and you know it's it's so amazing to see
like the evolution of the game in where we are today.
Speaker 3 (15:15):
I'm not gonna cry.
Speaker 1 (15:16):
I know te thinks I will, But I had a
conversation with someone earlier today and we were just talking
about like where we are in this moment, and I
think it's so incredible to see a like where the
players are all the things that the players are getting.
But I also think it's amazing to see play a society,
(15:38):
to see the esthers finally getting the recognition that you
deserve as well. So since we got a lot of
flowers right here, take your pick, just we just give it.
We've given you flowers today because you you see, you
got me crying, because you absolutely deserve it, because we
got kids in here, we do y'all ever heard the
word shit before us, I'll say shit.
Speaker 3 (16:00):
I just know, like because shit wasn't always easy.
Speaker 1 (16:03):
Yeah, and you stay down, you stayed there, you kept working,
you put your head down, and girl, people are blowing
your phone up now like we just want a piece.
We want to part. So I want to say thank
you for being who you are, continuing to do what
you're doing and keep going. Sis.
Speaker 3 (16:21):
Yes, don't make me try. I just got my makeup done.
Speaker 4 (16:29):
Struggle crying a minute now, but I tell them about
it that. I do want to echo that sentiment though,
because when you're talking about the growth of women's basketball.
I do hope that, or maybe I'll just ask like,
do you realize the part that you've played, and did
you ever think that when it came to expanding, because
(16:51):
when there's new teams, I'm pretty sure they was like
we need some Valkyrie stuff. When there's now you've got
three more teams, Detroit is coming in twenty twenty nine.
Needs you to understand Detroit is coming in twenty twenty nine.
But with expansion, with new players coming into the league, like,
do you ever feel pressure to say, like, hey, I've
got to keep up with the demand because you also
(17:13):
mentioned that you've got a team now, and I remember
Esther being at them pop up shops for hours breaking
things down, putting things up, So like how much pressure
or how and how has that maybe been alleviated now
that you're growing as this league is growing.
Speaker 6 (17:30):
Well, I think I always look at business and what
I do as kind of like similar to basketball and
being on the court.
Speaker 3 (17:38):
So I think you.
Speaker 6 (17:38):
Know, correct me if I'm wrong how you feel because
you played at the highest levels. But for me, it's
kind of like the pressure is always there because you
always have the goal that you have right and so
like even though we're doing what we're doing now, there's
always another level or another goal or things like that.
And I am kind of the queen of putting pressure
on myself, like to be honest, Uh, there's a lot
(18:01):
that I want to do and accomplish, and so I'm
trying to get after it, right, So there's pressure, but
it's that that good kind of pressure, you know, Like
it's that fourth quarter. I'm always trying to I feel
like I'm always trying to hit a game winner, right,
Like when you say how much time did this take?
It doesn't matter how much time I have, right, I
still have to get it done. And so that's a
(18:21):
lot of the pressure that you know, I try to
be consistent and make sure that we're only putting out
that intentional product that the players love, that the fans love,
and all of those things. And then with the with
the growth of the league and being I did not
realize how much of an impact the merch would have.
I guess on the growth of the game and the
(18:42):
growth of the league.
Speaker 3 (18:43):
I knew.
Speaker 6 (18:46):
Or I had hoped that the players would it would
change like how the players feel, right, because for me,
it was just all about a feeling of vibe, right,
not necessarily chasing data and numbers and all of those things.
It was like, how is everybody going to feel? Are
they gonna feel seen? Are they going to feel represented?
Are they going to feel connected? That's really what I
leaned into. And you can't really measure that, right, It's
(19:09):
just a feeling.
Speaker 3 (19:09):
It's a vibe.
Speaker 1 (19:10):
Yeah, So you've sketched did you say, over seventy around
around seventy athletes?
Speaker 3 (19:17):
Two questions.
Speaker 1 (19:18):
Is there an athlete that you're like, oh my gosh,
I absolutely cannot wait to sketch her? And also mention
all the incredible brands? Is there a brand that you're like,
I cannot wait to do a collab with them? And
you got to put it out there so they couldn't
hear it.
Speaker 6 (19:35):
I know I told you this before, but you were
the you were that player for for quite a while.
Speaker 3 (19:40):
I got it done? You did, I did?
Speaker 1 (19:42):
She didn't give me some Now you like and then
like did it did it?
Speaker 3 (19:45):
Your sketch is like on my wall?
Speaker 6 (19:47):
And you know, like I feel like the vibe is
always there, like I need that, I need your energy,
like since I got you. Yeah, but now, I mean
it's tough to like I like to, I like to.
Speaker 3 (19:58):
Really perfect a player.
Speaker 6 (20:01):
You know, and I feel like if I can, like,
you know, pat myself on the back.
Speaker 3 (20:05):
I feel like I did that with Asia last season.
Speaker 6 (20:08):
Yes you did, and fee if we can like early
MVP prediction, I don't know, but I'm looking forward to
like seeing who I can perfect this year. Who's gonna,
you know, end the season on a high things like that.
But yeah, I mean really it's it's whoever the fans
are asking for right now. I know there's a lot
of Gabby out there. Gabby Williams. I know that, so
(20:30):
let's get after it. But yeah, I'm in the season
of like perfecting a lot of faces.
Speaker 3 (20:35):
What was the other bred of a brand?
Speaker 1 (20:37):
You would be like, oh, I can't wait to collab
with this brand.
Speaker 6 (20:40):
Jordan was like, you know, that's crazy to even say
like those things, like for like I was thinking, Jordan Brand,
Jordan Brand, I want that collab.
Speaker 1 (20:47):
Wow.
Speaker 6 (20:48):
And so to like be like, sureyl I want that.
I want to sketch that shirt, and so to actually
like acknowledge that, Wow, we did that, you know, And
so obviously there's still there's more to come and things
that that I'm want to do. I wish I had
a brand for you, but I also think that one
of the things that I really want to lean into
is making sure that I'm pouring into a play Society
(21:10):
brand as well, right because I feel like we do
do a lot of collaborations, but you know, collaborations always
have their their path. There's so much more that I
want to do with play a Society to uh, you know,
elevate the brand itself.
Speaker 3 (21:24):
So I mean, I don't.
Speaker 6 (21:25):
Want to be like, oh, I want to collab with myself,
but you know, kind of I don't really want to
how we can continue to elevate the brand.
Speaker 1 (21:34):
So I want to add one thing to that tea
would you ever consider or think about doing other sports?
Speaker 3 (21:42):
For sure?
Speaker 6 (21:42):
And that's that conversation has been out there. You know,
we did we did a championship drop with inn WSL
last season.
Speaker 3 (21:49):
Yeah yeah, yeah, yeah yeah.
Speaker 6 (21:51):
So we've had those conversations and we've really leaned into them.
And for me, it's always like, how can we do
this intentionally? How can we do it in a way
that we know it's going to make an impact Because
I've never been about like, let's just put merch out
there because when I came into the space, it was like, Okay,
there's some merch, but it's not good, you know what
I mean? How can we be great consistently? How can
(22:12):
we understand this another sport and make that type of
impact And so yeah, we want to do it and
I think that it'll be coming in the future.
Speaker 3 (22:21):
I love that.
Speaker 4 (22:31):
I literally love that because I'm gonna be one of
the ones on you in your Twitter, on your social
like you know, I'm a baseball girl, a ya by ves?
Oh yeah NWSL Bro Hockey League, come on, let's get it.
So yes, it's definitely gonna be me. I know my listen,
I know myself and I know I'm a pest, so
I know it's me. I know Wene needs you to
(22:51):
confirm esther. Remember remember the at yes right, yeah, I've
definitely was the loudest one in the room about can
we get in the list of times shirt? Can we
get an a T shirt? And got an a T
shirt that only lasted a year because she want to
be in Phoenix.
Speaker 3 (23:06):
It is what it is.
Speaker 4 (23:10):
We can literally have this conversation on and on and
on all day. So I know we got a wrap
because we have some incredible panels that are coming on
right after us. But before we do, two things need
to happen. One, I'm gonna need you to get up
and model this shirt.
Speaker 3 (23:23):
Yeah.
Speaker 4 (23:24):
And then the second thing is I need you to
tell everybody where they can get that shirt because I
know that it is exclusive right now for this w
n B A All Star, So I want you to
make sure people can figure.
Speaker 7 (23:37):
Out yes, okay, she got and everything.
Speaker 3 (23:52):
Thanks for putting me on the spot with that.
Speaker 1 (23:54):
That's great.
Speaker 3 (23:56):
As to your talented facts, you are talented. Thank you.
Speaker 6 (24:00):
This teacher and more Play Anxiety is available at the
WNBA Live space and then you can also go to
the Jordan storefront on mass app. Look that up and
it should be on our Instagram if you want to
get directions.
Speaker 4 (24:13):
I love that.
Speaker 1 (24:14):
I love that.
Speaker 4 (24:15):
Well. Thank you guys so much for tuning in and
being present for this episode of Levels to this. You
guys have a call to action. You guys need to
make sure that you are following us on Instagram at
ltt pod. You can find us on Apple Music, Spotify,
wherever it is that you get your podcasts and leave reviews,
send us emails dm us. We love to get feedback,
(24:37):
but be positive feedback, because if y'all come at me
with some negative feedback.
Speaker 3 (24:41):
I'm kidding. Y'all.
Speaker 4 (24:42):
Have a wonderful rest of your WNBA All Star.
Speaker 3 (24:45):
Thank you guys, and thank you.
Speaker 5 (24:46):
Thank you y'all.
Speaker 3 (24:48):
I love y'all. Thank you.
Speaker 1 (24:51):
Listen to Levels to This on America's number one podcast network,
iHeart Open your free iHeart app and search levels to
this with Cheryl Swoops and Tarika Foster Brasbee and start listening.
Hosts And Creators
Terrika Foster-Brasby
Sheryl Swoopes
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