When Nike rolled out Caitlin Clark’s signature logo, it was meant to be a defining moment in her brand journey. Instead, the design sparked debate, with some fans praising its sleek minimalism while others found it bland and overly corporate. And now, the comparisons have only intensified. From seasoned WNBA stars to rising college icons, everyone’s branding seems to be held up against Clark’s, often not in her favor. With Paige Bueckers now entering the conversation, even insiders are hinting that the balance might tilt elsewhere.

Recently, the debate made its way onto No Offseason: The Athletic Women’s Basketball Show, where Zena Keita, Sabreena Merchant, and Ben Pickman broke down Clark’s logo and how it stacks up against the Wings star. Recalling the details of the “fun” logo of Bueckers’ Nike Player Edition shoe, Sabreena Merchant said, “When you think about how Paige has those PE (Player Exclusives) and how the PB that’s like in the buckets, and like that’s fun right?” Well, yes, PB’s Hustle 3, with the Radial Knit upper, pops in a mix of baby blue and soft lavender. On the left tongue, the area codes representing Paige’s Minnesota roots and her University of Connecticut days meet in a subtle nod. The right tongue features a stitched bucket, while the right heel has her nickname “Buckets.” And the left heel carries a pre-game message from her father: “Be You, Be Great.” Now, that’s what you call personalized details.

But as for CC? People think her logo looks like an imitation of Gucci or Coach. “ I wanted a little bit more like Caitlin’s personality because I think, this didn’t serve Caitlin in terms of like making her more like there’s more to her than this like corporate vibe to her brand. Everyone talks about how funny she is and how interesting she is. And I just didn’t feel this (logo) really served it. But.. there’s something to be said on how it can show up on shoes and like where they place it, how they place it. It could really grow on me from that perspective,” Zena Keita said. While most immediately take notice of Bueckers’ shoes, Clark’s have been something they are trying & waiting to like. And that pretty much echoes what most fans have been feeling, too. 

There may be some hesitation around Caitlin Clark’s new logo, but her track record leaves little doubt about what’s coming next. Every piece of Clark-branded merchandise has followed the same pattern: launch, then instant sellout. Her Indiana Fever jersey disappeared within an hour of the WNBA Draft, and when All-Star jerseys hit the shelves, demand was so overwhelming that the Fever’s official X account had to repeatedly assure fans about restocks. Even her first Nike Player Edition, the Kobe V Protro, vanished within minutes of release. So, while critics debate design details, one thing’s certain: when her full Nike line drops, expect fans to line up for hours just to get their hands on it– despite whatever the logo may be.

But does it ever make you wonder – why are more and more sports logos, liked or unliked, trying to emulate luxury brands’ approach?

A smart commercial choice or a missed opportunity to stand out?

Sports organizations are increasingly taking style cues from the luxury world. Just as such high-end brands have long flaunted their monogram logos to shout heritage, exclusivity, and pure brand swagger, teams and leagues are starting to take notes on “haute couture”.

Take A’ja Wilson’s A’One line, for instance. Its logo, a stylized “A” topped with a star, does more than just look sharp. It’s basically Wilson’s personal autograph turned into a luxury stamp. And there’s the monogram-style design, giving it that vibe, the kind that makes you half expect it to come with a leather wallet and a scented candle. Nike’s design team leaned into Wilson’s personality, sure, but as Nike’s Torrocha put it, the motive was also so it “made people talk—whether they loved it or hated it, they were still talking about it”. However, in the end, people were confused trying to wrap their heads around the logo when it first came out. The wow factor? A bit delayed, if there at all.

The trend isn’t limited to individual athletes. Mercury/13, the ownership group shaking up women’s soccer globally, used the same playbook when taking over FC Como Women. Co-founded by fashion-savvy Victoire Cogevina Reynal, the group recognized that giving the team a visual identity with a luxury flair wasn’t just pretty; it was a clever commercial move. After all, nothing says “we mean business” like a soccer jersey that could double as a runway accessory.

What do you think? Is everything becoming a copy of a copy? Did Caitlin Clark deserve better?