When Jenny Nguyen realised there were no venues in Portland, Oregon, where she could regularly watch women’s sports at full volume, she decided to open one herself: The Sports Bra. With OutThere, the entrepreneur shares not only her story, but also her favourite inclusive spots in the city to visit as a queer woman of colour.
Until somewhat recently, women’s sports were considered a niche, rather than a mainstream source of entertainment, by many. Thanks to influential athletes like Simone Biles, Serena Williams and Eileen Gu, among others, that perception is changing – which feels less like a surprising trend and more like a long-overdue correction. Women’s sports still face an uphill battle to reach parity with men’s sports, though, especially in terms of how athletes are compensated. Plus, the issue of inclusivity remains far from settled, as trans female athletes are still broadly excluded from competition, further exposing the larger question of who gets to feel welcome in sports-focused spaces.
This makes it even more encouraging that there are destinations where women’s sports are more of a main attraction than an afterthought. And Portland, Oregon, is one of them.
For years, Portland has drawn visitors with its quirky personality, access to the outdoors, and the world’s largest independent bookstore. Recently, it’s gained a new reputation: that of a global women’s sports capital. Just look at places like Providence Park (called ‘the cathedral of women’s soccer’), The Moda Center (home to the city’s new WNBA team, the Portland Fire), the Kaiser Permanente Performance Centre, designed specifically for training and healing elite female athletes, or The Sports Bra, the world’s first bar dedicated to broadcasting only women’s sports.
At a time when destinations across the USA and beyond compete for visitors with similar fine-dining and wider hospitality offerings, what distinguishes Portland from the rest isn’t more of the same but a unique identity rooted in community and inclusivity. To learn more about the city’s women’s sports scene and intersectional spaces where people of all identities are welcome, OutThere meets Jenny Nguyen, owner of The Sports Bra, for a chat about her business, community, and favourite parts of Portland.
Jenny, what led you to start The Sports Bra, and how has the local community responded?
The idea for The Sports Bra was born in 2018 when my friends and I went to a local sports bar to watch the NCAA Women’s Final. We had to ask the staff to put on the game – one of the best we’d ever seen – and when it ended, we realised we’d been watching the entire time without sound. Frustrated but inspired, I turned to my friends and said, “The only way we’re ever going to watch women’s sports in their full glory in public is if we open our own place”. Not long after, I came up with both the concept and the name: The Sports Bra.
The community response has been one of the most rewarding parts of this entire journey. From opening day, people lined up around the block, and that energy has continued. We’ve become a destination for LGBTQ+ community members, a place for families to bring their kids to see representation in action, and a gathering spot for people to celebrate major sports moments together.
What makes the women’s sports scene in Portland so special?
It celebrates female athletes as the main event. In most cities, you have to hunt for a space that shows and celebrates the WNBA or the NWSL, but in Portland, that passion is baked into the city’s DNA. We have the world’s best roller derby team (the Rose City Rollers), the Portland Thorns, and now we have the WNBA’s return with the Portland Fire. We also love to celebrate the first seasons of the AUSL Portland Cascade and USL W Cherry Bombs FC. This city has a huge fan base that is energetic, loud, and deeply invested in the success of these teams and athletes.
As a Portland, Oregon native, what do you love about your home city, and why have you chosen to stay there?
I love this city because it’s a place that isn’t afraid to champion the underdog or embrace ideas rooted in community. Portland has an authenticity and a culture of supporting everything local that you just don’t find anywhere else. It’s a city where keeping Portland weird is a badge of honour.
I chose to build The Sports Bra here because Portland is the heartbeat of women’s sports fandom. This community has been showing up for women’s sports for decades. Opening here wasn’t just a business decision; it was about giving back to the place that shaped me and proving that our community is ready to lead the way in valuing and amplifying women’s sports.
What are some of the ways in which Portland welcomes members of diverse communities?
My relationship with Portland’s inclusivity is personal because, as a queer woman of colour and a child of immigrants, I see the city’s intentional inclusivity firsthand. This is a place that creates spaces where people can show up as their true selves. It’s the perfect city where a movement like The Sports Bra could receive such immediate, fierce community backing.
Portland fosters a culture where people celebrate differences through supporting local, women- and minority-owned businesses and creating environments where everyone feels like they belong. For me, Portland represents the best of what happens when a community chooses to be a safe haven, proving that when we lead with empathy, we can build a culture that welcomes everyone.
If you were showing a close friend around Portland for the first time, where would you take them and what activities would you plan?
Our first stop has to be The Bra. It’s like walking into a trophy case filled with women’s sports awards and trophies. Order a round of drinks and some delicious wings and ribs (or both!) and catch a game. But, other than that, we would start with a trip to the Portland Farmers Market at PSU. From there, we’d have to take a visit to the stacks at Powell’s City of Books, the perfect place for any book lover. Lastly, we’d have to make the drive to Multnomah Falls and soak in all of the beautiful scenery. For someone looking to get off the beaten path, I’d take them to Forest Park, Hoyt Arboretum, or Mt. Tabor for a little taste of nature right in our own backyard.
On your days off, where do you go in Portland to find like-minded people? Where in the city would travellers from the LGBTQ+, BIPOC, and other minority communities feel most welcome and at ease?
On my days off, I love to spend time with my family in the incredible community-driven spaces that make Portland so special. To find like-minded people – ones who are dreaming big and pushing for change – I gravitate toward women-led spaces, the beautiful outdoors, and minority-owned businesses across the city. I am also a proud season-ticket holder for our WNBA Portland Fire team, where the energy is always electric and centred on a shared love for the game.
Portland is full of these small, intentional corners where you’re almost guaranteed to run into someone who cares just as much about the community as you do. For visitors seeking spaces where they can feel welcome and at ease, I always recommend looking for the neighbourhoods and businesses that are intentional and led by the very communities they serve. The Alberta Arts District and the areas around North Williams remain the historic heart of Black Portland, offering a rich connection to the city’s BIPOC roots through places like the Historic Alberta House.
For the LGBTQ+ community, the Mississippi Avenue area is a vibrant hub, home to the Q Center, which provides a welcoming resource for the area, while downtown’s Darcelle XV Showcenter stands as a legendary tribute to queer joy. I also obviously point people to businesses like The Sports Bra, where we strive to be a space for anyone who has ever felt unwelcome in more traditional sports bar spaces.
What’s next for you and The Sports Bra?
The Sports Bra has some huge things coming! Outside of our current expansion to five new cities (Boston, Indianapolis, Las Vegas, St. Louis, and Portland, Maine), we are aiming to expand The Bra nationally and have plans to open 40 locations by 2030. We have launched a campaign to invite our fans to Own a Piece of The Bra and invest in our future. Our momentum isn’t slowing down, and we can’t wait to see what is next for the brand.
www.thesportsbra.com | www.travelportland.com
Photography of Jenny Nguyen and The Sports Bra by Zack Dean and courtesy of The Sports Bra, other photography courtesy of Travel Portland
