Women's sports merchandise is an estimated $4 billion industry but fans still can't find the items they're looking for
iStock; Rebecca Zisser/BI The women's sports merch industry is worth an estimated $4 billion annually, per a new report. But fans have complained about a lack of retailers, minimal options, and low inventory. Small companies are stepping up, but questions remain over how bigger brands will meet fans' demand. As a two-time All-American, two-time World Cup winner, and National Women's Soccer League champion, Ali Krieger has had many unforgettable experiences throughout her career. One was the first time she saw a fan wearing her jersey. It was 2007, and Krieger, then 23, was playing for FFC Frankfurt, now known as Eintracht Frankfurt, in the German women's league, Frauen-Bundesliga, when she saw her name emblazoned across a fan's black-and-white jersey. "It was a moment I'll never forget," Krieger told Business Insider. "Where you just see at a game and someone says, 'Hey, can you sign my jersey?' And they turn around and it