Dawn Staley, the highest-paid coach in women’s basketball, is adding “author” to her long list of titles. Her new memoir “Uncommon Favor” hits shelves May 20, 2025, chronicling her journey from North Philadelphia to basketball greatness.
The 55-year-old South Carolina Gamecocks coach reflects on her life lessons both on and off the court. Her book offers insights into her leadership style and the path that led her to become one of the most successful coaches in NCAA history.
From North Philly to Basketball Legend
Staley grew up in the Raymond Rosen Projects on the corner of 25th and Diamond Street in North Philadelphia. As a shy child, basketball became her passion and escape.
“All I wanted to do was play basketball and play it for as long as I could play it,” Staley shares in her memoir. This simple desire would transform into an extraordinary career spanning decades as both player and coach.
Before becoming known as “Louis Vuitton Dawn” for her courtside fashion, Staley was making history as one of the WNBA’s pioneering players. After a decade of professional play, she transitioned to coaching in 2000 at Temple University.
Breaking Barriers as a Black Woman Coach
In 2024, Staley made history as the first Black coach, male or female, to win three Division I Basketball titles. Her achievements are particularly significant given the underrepresentation of Black women in coaching.
Despite Black players making up approximately 45% of Division I Women’s Basketball, only 21% of head coaches are Black women. Staley has actively worked to change this statistic.
Following her predecessor Carolyn Peck’s example, Staley sent pieces of the Gamecocks’ 2017 championship net to every Black woman coach in Division I basketball. “We’re too quiet with each other. We need to be more loud with each other, to help each other out,” Staley explains.
The Making of “Uncommon Favor”
The title “Uncommon Favor” perfectly captures Staley’s perspective on her extraordinary journey. She attributes her success not just to hard work but to divine blessing.
“From where I grew up to where my life’s journey has taken me—and how much my cup has runneth over—it was the perfect title to sum up my life,” Staley reflects. “God really pulled a fast one on me when it comes to giving me the unimaginable.”
The memoir project began in 2022 after conversations with Charlemagne Tha God. Though people had been suggesting she write a book for years, Staley finally agreed to share her story—not as a traditional autobiography, but as leadership lessons that could help others navigate their challenges.
Fashion Icon Status: “Louis Vuitton Dawn”
On the sidelines, Staley has become known for her impeccable style, sporting everything from Balenciaga to Givenchy and Louis Vuitton. Her fashion choices have earned her the nickname “Louis Vuitton Dawn” from fans.
Staley’s approach to fashion comes from her mother, who she describes as “a true Southern woman” with great style. Like her mother, Staley knows what she likes and isn’t afraid to invest in quality pieces that will last.
“The stuff that I buy is timeless. I can wear it in five years, and it will still be a statement,” says Staley. She emphasizes that comfort drives her fashion choices, adding, “I think you can be who you are and be on the sideline.”
Basketball Shoes and Full Circle Moments
As the third WNBA player to have a signature shoe—the Nike Air Zoom S5—Staley understands the significance of athletic endorsements. Recently, she supported her former player A’ja Wilson at her signature shoe release.
Watching Wilson’s shoes sell out reminded Staley of her own journey as a sneakerhead. Growing up in North Philly with limited resources, sneakers were her priority. “If I had to choose between clothes and sneakers, I’m choosing sneakers,” she recalls.
This passion for footwear eventually led Nike to approach her about creating a signature shoe. “I think when there’s a story behind sneakers or any product, it resonates with a mass of people,” Staley notes, reflecting on how her knowledge and enthusiasm for sneakers helped secure the deal.
Staley’s Growth and Impact on Women’s Basketball
Staley has witnessed remarkable growth in women’s basketball during her career. The increased visibility and fan engagement have created new opportunities for players and coaches alike.
“Now, it’s every day. You’re seeing the pure beauty of our game, the pure beauty of talent that is within our game,” Staley observes about the current state of women’s basketball. “We’re going to force the issue to the point where the salaries will start matching up with the interest.”
Despite all her achievements—from Olympic gold medals to NCAA championships, from Hall of Fame induction to receiving flowers from Beyoncé after her team’s perfect season—Staley remains focused on her players. “I’m living out my purpose. My players give me stamina,” she says.
Future Aspirations and Simple Pleasures
Despite her remarkable achievements, Staley maintains that she’s only ever had two goals: winning Olympic gold and a national championship. She’s accomplished both multiple times.
“I’m okay with sitting still, being in my house, watching television and enjoying the simpler things in life,” Staley reveals about her personal preferences. This down-to-earth attitude contrasts with her larger-than-life public persona.
For now, Staley focuses on being what she calls a “dream merchant” for her players. Her commitment to developing not just athletes but complete individuals has created lasting impacts beyond the basketball court. “When you’re hanging around young people, they keep you young, they keep you on your toes, they keep you inspired,” she explains.
