Olympic athlete Tara Davis-Woodhall, who snagged the gold medal in women’s long jump at the 2024 Paris Games, is on a mission to expand support for women’s track and field—a historically under-invested area of the sporting world. A partner in this effort is Reddit founder Alexis Ohanian, who last September founded Athlos, a female-only track and field meet in New York. Davis-Woodhall and Ohanian spoke on April 28 at marketing conference Possible Miami about their partnership. Davis-Woodhall is set to headline the 2025 Athlos event, which had three million viewers last year. The announcement reflects both Davis Woodhall’s and Ohanian’s eagerness to expand the fandom of and deepen investment in women’s track and field. “My entire goal, since I’ve gone to track and field, was to change the sport,” Davis-Woodhall said onstage. The news comes just three days after Nike announced new sponsorship deals with Davis-Woodhall and her husband, Hunter Woodhall, a Paralympic gold medalist. Davis-Woodhall also works with Dick’s Sporting Goods on the retailer’s social media program for creators. Building up momentum for track and field Despite the high-profile deals with Athlos and Nike, Davis-Woodhall still feels that women’s track and field deserves more love. It’s an area of the sports world that has historically garnered less viewership, less media attention, and fewer brand dollars than both men’s sports and team sports. Davis-Woodhall is leaning into social media to extend her influence, which she hopes will influence the entire women’s track and field ecosystem. “This is why we post on social media—to show the behind-the-scenes of what we do. We get to share our stories,” she said. “We’ve brought in eyes to the sport that never would have imagined being fans of track and field.” Producing social media content also enables Davis-Woodhall to extend the lifespan of her events, which are ephemeral moments that fans can easily miss if they’re only tuning into live coverage. “My event lasts an hour and a half, [but a broadcaster is] not going to show every single jump, they’re not going to show every single athlete, not going to share every story,” she said. “For us, you have one minute on the runway. That means one minute of TV time. So for me, I’m going to capitalize the most on that. I’m going to share my excitement for my sport.” Davis-Woodhall’s savviness with social media has helped her not only tell her own story, but also expand the influence of the sport more broadly, Ohanian suggested “Field has historically been…under-invested in,” he said. “And you don’t have the major networks. You don’t have—outside of the Olympics, your face, your story being told. So you tell it yourself. Because you’ve been so good at exercising that muscle, you have this…advantage.” While she’s still soaking up the joy of her new deals with Nike and Athlos, Davis-Woodhall is already eyeing what’s next. She’s already considering other potential brand deals, she suggested in conversation with Ohanian. From here on out, Davis-Woodhall’s kit will be emblazoned with a Nike swoosh—but there’s another slot available on her uniform for a different sponsor. “Got a good spot right here if you want to put your name,” she joked.