Mastercard tackled a clear problem: women’s sport is growing fast, but product design and fan experiences still don’t cater properly to women. Women-led businesses also face bias and too often miss out on the commercial exposure they deserve.
By bringing its long-term support for women’s sport and women-owned businesses together, Mastercard created a women-first sports store: Style Of Our Own (SOOO). SOOO put women’s sport on the high street, giving women-led brands a commercial advantage, in turn building a fairer marketplace for all.

The store gave women athletes and fans what they’d been missing: better products, better access, and a place to belong. It gave women-led brands premium shelf space, powerful storytelling and live programming designed to turn discovery into growth. Part shop, part community, SOOO hosted watch parties, talks, launches and research moments that brought fans, founders, athletes and decision-makers together all summer long, turning sponsorship into purpose-led impact.