In the championship game of Unrivaled's inaugural season on Monday, the Rose pulled off a clutch win against the Vinyl, just months after being ranked last in the league. This win makes them the first ever Unrivaled Champions, and marks a new wave of opportunities for professional women’s basketball in the U.S.
VIS Mentor and Indiana Fever star Lexie Hull helped lead the Rose to their win, soon after announcing the launch of her long term project: a makeup brand for athletes called “Forta.” Hull believes that bettering women's athletics outside of basketball is vital for success while crediting Unrivaled to improving the sport from within. “I think it’s just a huge opportunity and growth for the sport,” Hull told the Indy Star. Hull argues that 3v3 basketball improves her game while pursuing the creation of Forta gives her the outlet she needs outside of sport, representing the balance we need as women athletes.
A Well-Rounded Mentality
Hull is no stranger to excelling on and off the court. The Stanford graduate has master’s degrees in project management and engineering, and it doesn't stop there. In 2021 Hull won the women’s March Madness championship alongside Stanford teammates, and in 2022 she was the recipient of the Elite 90 award (the most prestigious academic award the NCAA offers). With travel for athletics, 30-40 hour practice weeks, and full time schooling, staying focused and excelling in all these areas can be a challenge.
But Hull never let this get to her. "I definitely would not have gotten to Stanford, let alone gotten this, without taking care of business in the classroom first," she said. This multi-focused mindset allowed Hull to succeed in school, sport, and life. And now, she's starting her own business while performing at a high level on the court.
“Being able to be that person, that role model for girls at this age, I think that’s really important.”
The Creation of Forta
In an industry often characterized by a lack of femininity, Hull never saw basketball as a reason not to wear what she wanted. She recognized a disparity between the makeup products she was wearing and the integrity of how they lasted during a game. She touts the mentality of “I like to look good, feel good, play good.” But this wasn’t happening – at the end of her games, her makeup was smudged and she wasn’t confident in her appearance. So, she created Forta, a makeup company for active people, whose motto is “You don’t have to sit still to look pretty”.
Hull never intended to make basketball her career, which gives her a nuanced perspective on the importance of pursuing outside passions. She recognizes that in her role as an athlete, she has the ability to impact the next generation of young women. “Being able to be that person, that role model for girls at this age, I think that’s really important,” she said. As a woman entrepreneur who’s creating a product for an unmet demand, Hull is showing girls that they can pursue all of their interests and still be successful.
Advocating For a Better Future
For Hull, advocacy isn’t just about supporting a cause: It's about creating actionable change. By joining the Roses and Unrivaled, Hull’s helping to create a better future for women in basketball. Hull also appreciates the unique 3v3 gameplay of Unrivaled. “You're playing every position, guarding every type of player, so you really have to trust and rely on each other,” she says. Similarly to how Unrivaled is revolutionizing women’s basketball, Hull brings this same mentality to her own business – Forta is going to help revolutionize the women’s sports industry by helping athletes look good and play better.
Hull knows that prioritizing things you believe in is the best way to be successful in sport and beyond. Forta has provided her the creative outlet she needs to show up on game day, ready to compete for her teammates. Although the 2025 Unrivaled Season is over, the Roses will be back and ready to compete for another victory in 2026. Until then, Hull will open up her season with the Fever on May 17th. Her Forta products will be available later this year and Hull will be ready to handle both priorities.
