Today we’d like to introduce you to Olivia Nielsen.
Hi Olivia, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
My story starts on the basketball court. I grew up playing competitively in the DC metro area, alongside and against players like Azzi Fudd and Angel Reese. I was recruited to play college hoops, but something was pulling me in another direction. That’s when I ended up in Paris to pursue my studies, a complete 180 that changed the whole trajectory of my life.
When I got to Paris, I didn’t think I would touch a basketball again, but within the first few days I had already joined a league. At the same time, I was getting immersed in the fashion capital of the world and taking on every job and internship that came my way. I quickly realized that the fast-paced, dynamic energy of the fashion industry felt deeply familiar. It was the same energy I knew from the court. As I continued to play and grow my career, it clicked: I was going to start a women’s basketball brand. That’s how DAMECORE was born.
I was only 18 at the time and had no idea what starting a business actually meant, so I took advantage of every resource around me to develop the idea. I dedicated all of my research projects and coursework to building an impactful brand for women. As I reflected on my own experiences in basketball, it became clear that this brand could be far more meaningful than just selling clothes. There’s a long history of disparity between women’s and men’s sports. Growing up, I wore gear made for men’s bodies — brands would simply ‘shrink it and pink’ it and call it women’s. That same mindset showed up in how women’s basketball was perceived: no one came to our games, and the sport was treated like a joke. The professional leagues faced the same thing, with huge disparities and a massive pay gap between men and women.
That always struck me as bizarre, because I saw women’s basketball players as deeply inspiring and aspirational. Their ability to perform at the highest level — often while raising kids, navigating adversity, and doing it all in one of the most diverse spaces in sports, with real visibility for the LGBTQ+ community — means there are so many stories waiting to be told.
By the time I graduated, I had a foundational business plan and it was clear that I didn’t just want to build a brand, I wanted to build an entire universe dedicated to elevating women’s basketball, with the ambition to make it as aspirational as it always should have been.
Out of college, I landed a job at Dior, working in communications for their women’s empowerment pillar. That role deepened my expertise and helped me shape my unique approach: women’s basketball through a fashion-forward lens. After five years in Paris, equipped with the knowledge and confidence to finally launch, I took the leap and moved to New York City to start my brand.
I began building a community online, sharing moodboards and blogs on how women’s basketball intersects with culture — a platform that’s been called the Vogue of women’s basketball, and it’s grown a lot since. I’ve also been bringing that community together in real life through watch parties, book launches, and league runs. And I help athletes, artists, and entrepreneurs in the women’s basketball space build their own brands through strategy, content, and production.
The brand has evolved a lot since the idea first originated, but the mission has stayed the same. DAMECORE is dedicated to elevating women’s basketball, and we do this in three ways:
1. Media: A platform positioned as the Vogue of women’s basketball, publishing on Instagram, Substack, and TikTok, showcasing how women’s basketball intersects with culture through a curated, fashion-forward lens.
2. Creative studio: We help athletes, artists, and entrepreneurs in the space build their brands through brand strategy, styling, campaigns, photoshoots, and cover stories — with the same level of care given to luxury brands.
3. Fashion: We design and produce apparel. A small drop of reworked vintage basketball shorts is coming soon, and our first in-house collection launches this summer. Long term, we’ll deliver fashion across lifestyle, performance, and merch.
The goal is to change how women’s basketball is perceived — making it more aspirational through a fashion-forward lens. I want DAMECORE to be top of mind for everything in women’s basketball.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It definitely hasn’t been a smooth road, but I would not have wanted it in any other way. A few struggles stand out.
The first is that I started DAMECORE at 18 with no playbook. I had no idea what running a business actually meant, and I was teaching myself all of it in real time. A lot of it was learning by doing, and getting things wrong before getting them right.
The second is how alone it was for a long time. As a founder, you wear every hat, and there’s a real emotional weight to being the one person who has to believe in the vision — especially on the hard days when no one else is in the trenches with you. Carrying that by myself for so long was one of the toughest parts.
The third is that I was early to the space. Women’s basketball is having a moment now, but I committed to it well before that wave. Pitching a women’s basketball brand a few years ago meant constant doubt. People were not taking the market as seriously, questioning whether there was even an audience or money in it. The difference today is striking: people finally understand the opportunity is real. But being early meant doing a lot of convincing before anyone else could see what I saw.
Can you tell our readers more about what you do and what you think sets you apart from others?
I’m the founder of DAMECORE, and I’m known for blending fashion and women’s basketball. I consider myself a creative director specialized in where high fashion and women’s basketball meet.
What sets me apart comes down to three things:
1. A deep knowledge of the game: the history, the adversities, the lingo, the vocabulary.
2. In-depth analysis of players: identifying what makes each player or brand unique, and building a story around that.
3. The ability to execute a high-quality production.
Right now, women’s basketball is really having a moment, and we’re seeing all kinds of brands ride that wave, doing partnerships and collaborations with pro athletes. But they very rarely hit all three of those points. Having all three is what’s necessary to bring these fascinating stories to life at the highest level — and that’s what makes the work truly impactful.
What I’m most proud of is the community I’ve built, bringing people together both online and in real life around a sport I love, and giving women’s basketball the kind of storytelling and care it’s always deserved. What means the most is seeing how that translates into real empowerment. It makes me so happy when people reach out to tell me how much they resonate with the page, and how it’s inspired them to start watching or playing. Seeing athletes, artists, and entrepreneurs trust me with their brands, and watching that community grow into something real, is the part I’m proudest of.
Are there any apps, books, podcasts, blogs or other resources you think our readers should check out?
Books, podcasts, mentorship, and my personal experiences have really helped me define my life philosophies and shape how I approach work-life balance.
The top resources that help me do my best:
Mentors: having people to learn from and lean on has been invaluable. The feedback they give me and the support behind it have shaped how I work.
*Becoming Supernatural* by Joe Dispenza: on mindset, personal transformation, and connection. All of which are extremely important to regulate and align before launching a business.
*Deep Work* by Cal Newport: on optimizing your productivity and doing meaningful work without sacrificing your mental health or burning out, while still leaving room for spontaneity and other hobbies.
*The Defining Decade* by Meg Jay: on making the most of your twenties and getting comfortable with the unknown.
These have had the biggest impact on how I view and approach my work and life.
Contact Info:
- Website: https://damecore.substack.com/
- Instagram: https://www.instagram.com/damecore.co/
- LinkedIn: https://www.linkedin.com/in/olivianiel/
