Custom Oakley sunglasses were presented to Mikaela Shiffrin in honor of her 100th World Cup victory

Mikaela Shiffrin, a ski racing ace, was the recipient of a care package from her optics partner Oakley to commemorate her historic 100th World Cup victory in Sestriere, Italy, on February 23rd. Sometimes the greatest gifts are the ones that arrive late.

“The moment of the century to commemorate a century of moments.” -Oakley

The new spectacles are adorned with an inscribed acronym that represents Shiffrin’s personal mantra, “Always Be Faster Than The Boys” (ABFTTB). She has expressed her approval, stating, “I will never take them off.”

We join Oakley in her celebration of Mikaela’s significant victory and are eagerly anticipating the upcoming season, when she will add to her impressive record.

Mikaela Shiffrin Joins Ownership Group of Denver NWSL Expansion Team: A Bold Leap Into Women’s Sports Empowerment

In a landmark move signaling the growing intersection of elite athletics and sports ownership, Olympic champion and world-renowned alpine skier Mikaela Shiffrin has officially joined the ownership group of Denver’s new National Women’s Soccer League (NWSL) expansion team. This development not only marks an exciting chapter for professional women’s soccer in the United States, but also showcases the expanding role of high-profile female athletes in shaping the future of sports business and advocacy.

A Historic Announcement

The announcement came amid mounting anticipation surrounding the Denver NWSL team, which is scheduled to begin play in the 2026 season. With Mikaela Shiffrin on board, the ownership group gains a globally respected figure known for her discipline, leadership, and vocal support for gender equity in athletics. Her involvement is expected to significantly elevate the visibility and influence of the club on both a national and international scale.

Shiffrin, a two-time Olympic gold medalist and the most decorated alpine skier in World Cup history, brings a unique perspective to the ownership group. Though her expertise lies in winter sports, her commitment to uplifting women’s professional athletics transcends any single discipline. In statements made following the announcement, Shiffrin emphasized her belief in the power of sport to drive social change and the importance of creating sustainable, inspiring opportunities for the next generation of female athletes.

Empowering the Next Generation

“I’ve always believed that sport has the power to elevate and unite,” said Shiffrin. “Being part of this ownership group is about more than investing in a team—it’s about investing in a movement. Women’s sports are growing exponentially, and I want to help ensure that growth includes leadership roles, community investment, and an unwavering focus on excellence.”

This sentiment resonates deeply within the broader mission of the NWSL, which has witnessed a period of remarkable growth over the past several years. With expansion teams in major cities like San Francisco and now Denver, the league continues to shatter attendance records and attract top-tier investors, media partners, and sponsors. The inclusion of influential athletes like Shiffrin in ownership roles only furthers the league’s credibility and long-term viability.

Denver: A Strategic and Symbolic Choice

Denver’s inclusion as an NWSL city comes as no surprise to those familiar with the city’s vibrant sports culture and deep commitment to supporting women’s athletics. Home to a variety of collegiate and professional sports franchises, Denver has long championed diversity and innovation in its sporting landscape. The addition of an NWSL team will enrich the local sports scene and offer a new platform for community engagement and representation.

Shiffrin’s connection to Colorado, her home state, makes this partnership especially meaningful. She grew up in the mountainous regions of Vail and has often spoken of the importance of community roots and giving back to the places that shaped her journey. Her local ties ensure she will be an active and invested partner in the growth of the Denver franchise from the ground up.

The Bigger Picture: Athlete Ownership and Advocacy

Shiffrin’s move mirrors a broader trend of athlete-turned-investors using their platforms to advocate for change and equity. From Serena Williams and Naomi Osaka to LeBron James and Kevin Durant, a new generation of athlete-owners is emerging, focused not just on profit but on influence, opportunity, and legacy.

What sets Shiffrin apart, however, is her background in an individual Olympic sport. Unlike team sports athletes who often operate within franchise structures, she has carved her path largely independently. Her transition into team ownership signifies a notable evolution—one that reflects a broader understanding of the interconnectedness of all athletic disciplines and the shared challenges and triumphs of women in sports.

Looking Ahead

As the Denver NWSL team begins building its identity—hiring staff, signing players, and developing its fan base—Shiffrin’s presence in the ownership group will be a powerful asset. Her reputation for excellence, her authenticity, and her unwavering support of athletes’ rights will help foster a club culture rooted in respect, ambition, and purpose.

The significance of this partnership extends beyond soccer, beyond Denver, and even beyond the NWSL. It is a reflection of the changing landscape of sports leadership, where accomplished athletes are not just participants but decision-makers, architects, and advocates for the future.

In Mikaela Shiffrin’s own words: “I want to be part of the solution. I want to be part of building something that lasts—not just for today, but for generations to come. This is about creating a legacy that honors the athletes who came before us and inspires those who are still to come.”

With this bold step into ownership, Shiffrin has once again carved a path that others will undoubtedly follow—one where excellence, empowerment, and equity drive the game forward.