“I think you can see the shift in the W [WNBA] space because [of] the way the W has been so supportive…to really see how the League has shifted and leaned into more of their masculine players, we’re happy to be here, twin.” -Courtney Williams, interview with Slam Magazine

Sport is a powerful institution with established norms surrounding race, gender, and sexuality. While many people like to think that sports are apolitical and merit-based, scholars have shown that the institution of sport historically prioritizes heteronormativity, masculinity, and whiteness while marginalizing queerness, women, and athletes of color in opportunity, salary, sponsorship, and media coverage. Social media, however, has become a venue for disrupting these traditional power dynamics. With social media, athletes can self-represent in new ways and cultivate a community outside of mainstream sports media. Two WNBA players, in particular, who have made the most of social media by using an authentic player-driven approach are Minnesota Lynx guard Courtney Williams and Seattle Storm guard Natisha Hiedeman, also known as the “StudBudz.” As a duo, the StudBudz have used this digital transformation to become culturally significant in relation to their WNBA status and their queer, Black, masculine-presenting identities. Through social media, they have challenged dominant narratives around gender expression, sexuality, and race by using their sense of humor, community, and a strong online presence. The StudBudz have reshaped contemporary athletic culture by showing their authentic selves to a broader audience.

Social Media Presence

During the 2025 WNBA All-Star Weekend in Indianapolis, the StudBudz streamed live on Twitch for 72 hours. Williams and Hiedeman used this opportunity to show behind-the-scenes fun and showcase different players’ personalities. Their livestream revolved around storytelling and conversations. Humor was center stage, as the duo joked around with everyone from their teammates, to opponents, to coaches, and even the commissioner of the league. Fans felt more engaged than a typical viewer of social media content, as they were able to comment on the video in real time. Their livestream went viral, and the StudBudz essentially became the breakout stars of that weekend. The stream had nearly 60,000 viewers, which demonstrates fans’ interest in getting to know the players off the court. Unsurprisingly, their audience is similar to the general audience of the WNBA, comprised of many queer youth, Black women, and other fans who have historically lacked representation in sports media.

Intersections of Race, Gender and Sexuality

Historically, female athletes who do not conform to dominant norms of femininity, such as long hair, makeup, and other traditional heterosexual markers, are either invisible to mainstream sports media or portrayed in a negative light. For Black female athletes, the expectations are even harsher. Historically speaking, Black women’s bodies have been surveilled, disciplined, and sexualized on and off the field. This leads to them experiencing racialized sexism and homophobia that can be best understood through the intersections of race, gender, and sexuality. Williams and Hiedeman do not neutralize or downplay their Blackness or their queerness but present them as integral parts of their cultural and athletic identities.

The StudBudz have attempted to resist the historical erasure of Black women by centering their own Black, queer, masculine-presenting identities through humor, dance, fashion, language, and friendship. Over the livestream weekend, there were plenty of singalongs to Chappell Roan’s “Pink Pony Club”, Paige Bueckers singing “Love” by Keyshia Cole alongside the StudBudz, and they were even able to capture video footage of WNBA Commissioner Kathy Engelbert dancing to “Knuck if you Buck” during the post All-Star game celebration. These song choices appear to be a deliberate celebration of both queerness and Blackness. They used their catchphrase “twin” when talking to their fellow WNBA teammates and friends. Other notable appearances included players Napheesa Collier, Caitlin Clark, Angel Reece, Kayla McBride, and many others.

Through their livestream, they have been able to assert agency over their representation and reject the common assimilation into white, heteronormative sports culture. This type of visibility is crucial in women’s sports, as it challenges the assumption that queerness and Blackness are incompatible with athletic and cultural leadership. The quality and context of their achieved visibility is extremely important. Although visibility alone does not guarantee liberation, having the platform and audience that the StudBudz have been able to cultivate is a game changer. By being their authentic selves and showing their friendship at their own discretion, they have been able to counteract pathologization, sensationalism, and/or tokenism. This type of visibility and representation has significant consequences, particularly for young and marginalized athletes, by expanding the range of identities that are deemed possible and legitimate.

Conclusion

The emergence of the StudBudz and the positive reception they have received from many WNBA players and fans is a significant intervention within contemporary sport. The control of their own platform has allowed them to challenge dominant norms surrounding race, gender, and sexuality, and do it in a fun and exciting way. Their popularity shows the potential influence that digital platforms have as a place of resistance, community building, and cultural transformation. The StudBudz are not only reshaping perceptions of female athletes but also causing and contributing to broader conversations about belonging, power, and identity within sport.

Author Biographical Note:

Meghan Murphy, PhD is an Associate Professor of Sociology at Bridgewater State University. She also serves as a faculty associate for The Sexual Violence Advocacy and Support Center on her campus. Her research interests include gender, sexuality, education, and sports. She is an avid Minnesota Lynx fan.