Oakley expanded its investment into women’s flag football, one of the fastest-growing sports in the country, through the Oakley Icon Alliance (OIA) platform. Powered by RCX Sports, the 2025 OIA will feature 16 youth teams across East and West Regional tournaments, which will function as pathways to visibility and advancement for young women athletes.
Growth of Women’s Flag Football
Organizers position the expanded tournament against the backdrop of rapid growth in women’s flag football, which is set to make its Olympic debut at the Los Angeles 2028 Games in both men’s and women’s divisions. OIA is described as a “home” for youth athletes who are both representing the current level of talent and helping to inspire the next generation entering the sport.
Athlete Ambassador and Brand Objectives
Team Oakley athlete Diana Flores, world champion quarterback of Mexico’s national flag football team, will attend this year’s tournament. Flores has been featured in Oakley’s Stunt Collection campaign built around the brand’s HyperGrip eyewear technology
“It’s inspiring to witness the growth of Oakley Icon Alliance, and to see how this initiative keeps opening doors and celebrating women in sport,” Flores said. “Oakley’s commitment to empowering athletes through innovation, investment, and advocacy is helping shape the next generation of flag football.”
Format and Locations
The 2025 OIA calendar includes competition at NFL practice and performance venues, such the New York Jets’ Atlantic Health Jets Training Center, the Las Vegas Raiders’ Intermountain Health Performance Center, and The Bolt, the Los Angeles Chargers’ facility.
The East Regional took place Nov. 22-23, with the West Regional on Dec. 14. Each of the 16 teams are scheduled for seven games before the top four advance. The OIA Championship will be held at The Bolt from Feb. 12-15, 2026.
“The Oakley Icon Alliance is about giving rising women more than a field to compete on – it’s about giving them a stage to be seen, heard, and believed in,” said Corey Hill, vice president and head of Oakley Global Sports Marketing. “Women’s flag football is one of the fastest-growing sports in America, and by expanding the league and elevating the experience inside NFL facilities, we’re meeting that momentum head-on, helping build confidence, community, and future careers in sport and beyond.”