“Let Her Cook” Backfires: Gatorade and WNBA Face Backlash Over Tone-Deaf Slogan Fans Say Reinforces Sexist Stereotypes

In an attempt to honor the greatness of WNBA legends and rising stars during the 2025 All-Star Week, Gatorade and the WNBA launched a new marketing campaign built around the slogan: “Let Her Cook.”

The phrase, intended as an empowering message — meaning “let her thrive” or “let her shine” — was meant to celebrate women dominating their craft, just like iconic athletes such as Lisa Leslie, Candace Parker, A’ja Wilson, and Caitlin Clark.

But within days of its launch, the campaign has faced widespread criticism. What was supposed to inspire has instead become a case study in tone-deaf branding, with fans accusing both Gatorade and the WNBA of leaning into an outdated, sexist narrative — one they say reinforces the very stereotypes female athletes have fought against for decades.

What Does “Let Her Cook” Even Mean — and Why Is It a Problem?

In sports culture — particularly among younger fans — the phrase “Let him cook” or “Let her cook” has become internet slang for “let this person do their thing” or “they’re in the zone.” It’s a modern idiom, used to express confidence in someone’s abilities.

But when applied to women, the double meaning becomes uncomfortable. Historically, women have been tied to the kitchen — told their place is in the home, not on the court.

To many fans, seeing a massive national campaign built around the phrase “Let Her Cook” felt like a painful reminder of those deeply ingrained gender roles — even if unintentional.

“They meant ‘Let her shine,’ but all I see is ‘Let her make you a sandwich,’” one X (formerly Twitter) user wrote.

Another post went viral for its sarcasm:

“I’m guessing this campaign was NOT led by women, because how does no one catch how this sounds? 😂”

Gatorade’s Billboard Blunder — Plastered Across the Country

What has really turned the backlash into a viral firestorm is the scale of the campaign. The slogan isn’t tucked away online — it’s on billboards, TV ads, merchandise, and social media ads from coast to coast.

And that’s where the outrage gained traction.

“Imagine being a young girl who dreams of going pro, and the first thing she sees is ‘Let Her Cook’ in giant letters like she belongs in the kitchen. Way to go,” said Jon Root, who posted multiple campaign photos with the caption:

“I don’t think Gatorade and the WNBA thought this one through. 😆”

Public Reaction: From Laughter to Anger

Fan reactions have ranged from confused amusement to pointed frustration. Some took it as a tone-deaf joke; others saw it as a symptom of a deeper problem within sports marketing.

Here are just a few real examples of fan sentiment online:

“They want women to make sandwiches and stay quiet.”

“You had one job, Gatorade. Just celebrate women. That’s it.”

“Let Her Cook… in the kitchen, right? Good grief.”

And perhaps the most cutting:

“You can’t empower women athletes while also accidentally reducing them to outdated housewife stereotypes. That’s not branding. That’s branding failure.”

Tensions Between Caitlin Clark and A’ja Wilson Add Fuel to the Fire

As if the slogan controversy weren’t enough, Gatorade’s choice to feature Caitlin Clark and A’ja Wilson together in the same campaign sparked even more debate.

The pairing, at face value, seems ideal — two of the league’s most marketable stars, both with massive fanbases. But many fans have pointed out underlying tensions between the two, both in terms of public perception and racial dynamics within the WNBA.

Wilson has spoken openly about the disparities in treatment between Black and white players, including endorsement opportunities. While Clark landed a historic deal with Nike before even playing a professional game, Wilson — a reigning MVP — didn’t get her Nike deal until late last year, after years of dominating the league.

“No matter what Black women do, we’re still undervalued,” Wilson said in a previous interview.

Now, some see this campaign as an attempt to patch over that tension rather than address it directly — especially since Wilson herself has made her frustrations public.

“Putting Clark and Wilson in the same ad feels more like a corporate chess move than genuine celebration,” one fan posted. “Like, ‘See? We love everybody!’ without addressing the elephant in the room.”

Is This Empowerment or Corporate Optics?

That’s the question at the heart of this controversy: Was this campaign truly about empowering women, or was it a corporate attempt to ride the wave of female empowerment without doing the homework?

With women’s sports on the rise and the WNBA seeing record attendance, media coverage, and viewership — largely thanks to new faces like Clark and longtime stars like Wilson — there’s never been more pressure on brands to get it right.

“Gatorade’s a giant in sports branding,” said one PR analyst. “They can’t afford to make rookie mistakes. But this felt like a rookie mistake.”

And that mistake, according to critics, wasn’t just the wording — it was the failure to understand context, culture, and the lived experience of women in sports.

Where Does the WNBA Stand in All of This?

Surprisingly, the WNBA has not released an official statement addressing the controversy — not about the slogan, not about the backlash, and not about the player tension narrative.

That silence is starting to draw criticism of its own.

“The WNBA loves to market women’s empowerment, but when there’s actual feedback from women… where’s the response?” one fan asked.

Some fans are calling on both the WNBA and Gatorade to either revise the campaign, issue a statement, or at least acknowledge the feedback they’re receiving in droves.

Will the Campaign Continue?

At the time of this writing, “Let Her Cook” billboards are still up, and social media ads remain active. Gatorade has not signaled any plans to revise or replace the campaign — though sources suggest internal conversations are happening.

And whether the campaign stays or is quietly phased out, the lesson for brands is clear:

Empowerment isn’t a trend — it’s a responsibility. And it starts by listening to the very people you’re claiming to uplift.

Final Take: A Misstep That Should’ve Been Avoided

The intent behind “Let Her Cook” may have been positive. The execution, however, missed the mark — badly.

It’s a reminder that words matter, history matters, and perception is everything in a world where your message can be dissected and viral within minutes.

For the WNBA and Gatorade — two institutions that should be leading the charge in championing female athletes — this is a bump in the road they can’t afford to repeat.

Let her cook?
Maybe next time — let her lead the campaign instead