DRAFTED is Championing Latina Voices in Sports
Story written by Marivette
“We realized that we needed to build something for Latina sports fans because it didn’t exist. We are completely missing from most mainstream narratives in sports and we saw an opportunity to be the first to serve the underserved. ”
Sports have long been revered as a platform for unity, competition, and community. Yet, within the vast landscape of athletics, there remains an untold narrative, a story waiting to be shared by those whose voices have often been overlooked. Enter Karina Martinez and Jennifer Yepez-Blundell, the dynamic co-founders behind DRAFTED, a groundbreaking platform poised to disrupt the sports industry and amplify the voices of Latina sports fans like never before.
In our interview, Karina and Jennifer delve into their personal journeys, shedding light on the transformative experiences that paved the way for the creation of DRAFTED. As former athletes and lifelong sports enthusiasts, they possess a deep-seated passion for the game, coupled with a fierce determination to challenge the status quo and redefine the narrative surrounding Latina representation in sports.
For Karina Martinez, the journey towards founding DRAFTED was fueled by a relentless pursuit of authenticity and cultural empowerment. As a two-time founder, she has dedicated her career to building companies that champion diversity and inclusivity. From her pioneering work at The Avana House, a PR agency focused on equitable representation, to her current endeavor with DRAFTED, Karina's commitment to amplifying marginalized voices remains unwavering.
"Sports played a vital part in my upbringing, creating a sense of safety and belonging that I now hope to recreate through DRAFTED," Karina shares. “For decades Latinx sports fandom has been synonymous with Latinos (males) and fútbol (soccer) but our vision is to show the economic and social impact that happens when you invest in Latinas.”
Co-founders of DRAFTED Karina Martinez and Jennifer Yepez-Blundell
Jennifer Yepez-Blundell's path to co-founding DRAFTED was shaped by her experiences as a Latina athlete and sports marketing strategist. From her days as a Division II athlete to her tenure in corporate America, Jennifer witnessed firsthand the untapped potential of Latina sports fans.
"For me, sports are more than just a game; they are a gateway to belonging. Growing up in a smaller West Texas town, I didn't always see myself reflected in the spaces around me. When my dad introduced me to softball around 7 years old, that’s when everything changed. Being the coach, he made sure that our teams were always diverse and inclusive of all, and it didn’t matter our culture backgrounds, our talent spoke for itself.
My entire athletic and corporate career I’ve been wrestling with belonging and seeing my identities reflected around me. I mean, I knew Latinas could be athletes, I was one," Jennifer recalls. “I knew Latinas could be sports fans because I saw them every Fall in my living room cheering for the Dallas Cowboys. I knew Latinas work in sports marketing because it was my job. But why didn’t the sports landscape reflect that? Now with DRAFTED, I’m building the platform I always craved: a space where Latina fandom is celebrated, athletes are empowered, and the narrative of who belongs in the sports world is boldly rewritten.”
At the heart of DRAFTED lies a commitment to celebrating the intersectionality of being Latina, a sports fan, and an athlete. Through powerful storytelling and curated content, Karina and Jennifer have cultivated a thriving community of like-minded Latinas who feel empowered to express their love for sports authentically.
"We understand that being a Latina athlete or sports fan is a beautiful blend of identities that deserve to be celebrated," the co-founders explained. "By uniquely creating and curating content that speaks to our cultural nuances yet shared commonalities, we’ve garnered a highly engaged community of like-minded Latinas who who feel safe expressing their love of sports with us.
Whether it’s cheering for the underdog, honoring a hero whose legacy is not yet known to many or adding our Latina POV to an already trending sports story, we’re creating an access point to sports that no athlete or fan has ever experienced."
Looking ahead, the co-founders envision DRAFTED as a catalyst for systemic change within the sports industry. By amplifying the voices of Latinx sports fans and challenging outdated narratives, they hope to inspire a new generation of leaders and advocates for diversity and inclusion.
"Our long-term vision is for DRAFTED to become the leader in the Latina Sports Culture movement," Karina asserts. "To achieve that, we can’t do it without everyone coming together to rewrite the narrative and for us this starts with our community. Both Jennifer and I have watched how legacy brands often build things for the Latina/o community but never actually with us, which is why we are set on doing things differently. Ensuring the Latina sports consumer is brought in at every point gives us real first-hand data on how to best serve her but more importantly it garners a loyalty that no other brand can replicate.”
As advocates for Latina representation in sports, Karina and Jennifer are on a mission to uplift and empower the next generation of athletes and fans. From celebrating iconic figures like Marta Silva and Lisa Fernandez to championing rising stars like Scarlett Cambreros and Aaliyah Chavez, they are committed to ensuring that Latinas are not only seen but also celebrated in the world of sports.