When Whitney Wolfe founded Bumble, she did so with the goal in mind of creating a social dating application that empowered women and allowed female users to feel comfortable when using the app. It is for this reason that Bumble remains so unique amongst other social dating applications as it is female users who are responsible for messaging their matches first.
Subsequently, only having 24 hours to do until the match expires and is gone forever relieves any sense of desperateness on the woman’s behalf for messaging first. These affordances for women and idea to empower them that are responsible for the business relationship between Bumble and the Los Angeles Clippers of the National Basketball Association (NBA) this past spring, with a partnership that will see the Clippers advertise Bumble and their logo on the shoulder of their jerseys for the next three seasons with the deal being worth $20 million (Soshnick, 2018). It is purposeful planning that led Bumble to partner with an NBA franchise, as women represent 47% of the viewership of the league in the United States. Coupled with the hashtag “#StrongerWithHer” (Bishara 2018), this partnership reveals that it is not only women, such as Whitney Wolfe, supporting women, but men as well who wish to see women feel empowered in their own lives.
The Clippers express the notion that they share the same core values as Wolfe and Bumble, which allow for this partnership to come about almost organically. The Clippers franchise recognized the fact that men’s voices are heard above women, especially in a men’s professional sports league, thus showing initiative to stand up not for women, but alongside them.
Subsequently, only having 24 hours to do until the match expires and is gone forever relieves any sense of desperateness on the woman’s behalf for messaging first. These affordances for women and idea to empower them that are responsible for the business relationship between Bumble and the Los Angeles Clippers of the National Basketball Association (NBA) this past spring, with a partnership that will see the Clippers advertise Bumble and their logo on the shoulder of their jerseys for the next three seasons with the deal being worth $20 million (Soshnick, 2018). It is purposeful planning that led Bumble to partner with an NBA franchise, as women represent 47% of the viewership of the league in the United States. Coupled with the hashtag “#StrongerWithHer” (Bishara 2018), this partnership reveals that it is not only women, such as Whitney Wolfe, supporting women, but men as well who wish to see women feel empowered in their own lives.
The Clippers express the notion that they share the same core values as Wolfe and Bumble, which allow for this partnership to come about almost organically. The Clippers franchise recognized the fact that men’s voices are heard above women, especially in a men’s professional sports league, thus showing initiative to stand up not for women, but alongside them.
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