Whether she’s calling the plays or serving the looks (or both), Coach Sydney Carter shows us she’s got game on and off the court. Holding the esteemed title of director of player development for the women’s basketball team at the University of Texas, Sydney is right where she knew she would be. Basketball has always been a part of her life, and she has welcomed much success.
While playing for Texas A&M University, Sydney won a NCAA title during her junior year in 2011. The next year, she was drafted into the WNBA and played in the league for four years and internationally for seven years.
Many people would see Sydney’s career as a professional women’s basketball player as a dream job, and while that may be the case, her true calling has always been coaching. The Dallas native opens up about her coaching aspirations in an exclusive interview with xoNecole.
“So when I was a little girl, I always told my mom that I wanted to be a teacher. And so when you think about it, coaches are also teachers because we're teaching them so many things. And so I've always been on track with that,” she says.
“I've always wanted to help younger people, unknowingly, when I was a kid, and then when I got to college, and I realized, like, I'm a talker. I was a leader on the team. I led by example, and I led verbally. So I knew that that was something that I was going to do, just because basketball has always been like a true, true passion for me.”
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Another passion of hers is fashion. Over the last few years, Sydney’s game-day fits have become a trending topic, with many people praising her classy style. From her powder blue tweed suit with over-the-knee Gucci boots to her salmon pink suit with feathers on the sleeves, the three-time Latvian/Estonian champion is solidifying herself as a style maven. She sees fashion as a form of self-expression and hopes to expand on her fashion efforts by one day creating a suit line for women.
“Yeah, that is my goal. I want to have my own fashion line one day. I want to have my own suit line that's affordable for a lot of coaches that are inspired by my looks that maybe can't afford some of the things that I wear. I want a very affordable business wear line,” she says.
“I want to have my own line that kind of touches everything casual, work out. There's so many things that I want to do because clothing and looking my best is obviously a passion of mine as well. So yeah, I believe I'm gonna have it because I tell myself I'm gonna have it.”
“Yeah, that is my goal. I want to have my own fashion line one day. I want to have my own suit line that's affordable for a lot of coaches that are inspired by my looks that maybe can't afford some of the things that I wear. I want a very affordable business wear line.”
While the coach’s style has gained its own following, she has also faced criticism for her fits due to her curves, something that many Black women have unfortunately been subjected to. However, Sydney lets the negativity roll off her back because, “at the end of the day, this is how I look.”
She credits her mom for instilling confidence in her as a child, and whenever she’s faced with adversity, she reminds herself that she can’t please everyone. But that doesn’t mean it’s always easy. Sydney shares her best advice to others who may be struggling with their confidence.
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“I think the first thing is positive self-talk. Where do we get in life when we are speaking negatively about something? What can we ever achieve or solve with negative talk? So I think in the morning or whenever it is, if you're ever feeling like you're not feeling your best, I think you have to look at yourself in the mirror and just tell yourself these things, or maybe you don't want to look in the mirror. Everybody has their own way,” she explains.
“But for me, I look in the mirror, and I tell myself, ‘I'm beautiful,’ ‘I'm amazing.’ ‘I am confident.’ I am all these things. And I think after a while when you tell yourself that so many times, then it becomes something that you begin to believe. And so I think positive self-talk is the number one thing that you can do to kind of ensure yourself that this is really who I am. Because I say this is who I am.”
As a leader in women’s basketball, Sydney’s future is bright, and she is equally excited about the future of women in sports. Over the last few years, we all have witnessed an uptick in interest in women’s college basketball, which has translated over into the WNBA after many of the college athletes were drafted into the league. While she names Angel Reese as her favorite rookie to watch, her favorite teams include the Las Vegas Aces and New York Liberty, and she is looking forward to what else is in store for women’s basketball.
“But for me, I look in the mirror, and I tell myself, ‘I'm beautiful,’ ‘I'm amazing.’ ‘I am confident.’ I am all these things. And I think after a while when you tell yourself that so many times, then it becomes something that you begin to believe. And so I think positive self-talk is the number one thing that you can do to kind of ensure yourself that this is really who I am. Because I say this is who I am.”
“My hope is one that we continue to expand. I hope that people continue to watch college basketball, which I think will happen. But you know, those rookies that are in the WNBA now were the ones that really were like the headlines. They were seniors last year. So there was so many eyes on women's basketball in college, and now those eyes have gone to the WNBA, so I hope that we can continue to have the support of women's basketball all around and in women's sports in general, continue to have expansion,” she says.
“And obviously, equal pay is something that would be lovely for us all. That's been a constant uphill battle. I want to continue to see the good narrative pushed about women's basketball. You know how we have such amazing athletes that are playing now. We have people that understand their dual threats, where they're not just athletes. They're so much more off the court. They can rep a brand and help the brand grow. They also have their own brands. They're paving their own way. They're young business owners, like there's so many good stories that you can talk about. So I hope that that narrative continues to get pushed and pushed, even more so than it already is.”
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RELATED
While an evolution is a natural progression that happens as businesses grow, a rebrand is a total change. Lola tells xoNecole, "A total rebrand is necessary when a business’s current reputation/what it’s known for is at odds with the business’s vision or direction.
"For example, if you’ve fundamentally changed what your product is and does, it’s likely that your brand is out of alignment with the business. Or, if you find your company is developing a reputation that doesn’t serve it, it might be time to pump the brakes and figure out what needs to change.
She continues, "Sometimes you’ll see companies (especially startups) announce a name change that comes with updated messaging, visuals, etc. That usually means their vision has changed or expanded, and their previous branding was too narrow/couldn’t encompass everything they planned to do."
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The Brand Doula was born in 2019, and its focus is on putting "the experiences, goals, and needs of women of color founders first," as well as brands with "culture-shifting missions."
According to Lola, culture-shifting is "the act of influencing dominant behavior, beliefs, or experiences in a community or group (ideally, for the better)."
"At The Brand Doula, we work with companies and leaders that set out to challenge the status quo in their industries and communities. They’re here to make an impact that sends ripples across the market," she says.
"We help the problem solvers of the world — the ones who aren't satisfied with 'this is how it's always been' and instead ask 'how could this be better?' Our clients build for impact, reimagining tools, systems, and ways of living to move cultures forward."
The Brand Doula has worked with many brands, including Too Collective, to assist with their collaboration with Selena Gomez's Rare Beauty and Balanced Black Girl for a "refresh," aka rebrand. For businesses looking to rebrand, Lola shares four essential steps.
1. Do an audit of your current brand experience — what’s still relevant and what needs to change? Reflect on why you’re doing the rebrand in the first place and what success would look like after relaunching.
2. Tackle the overall strategy first — before you start redesigning logos and websites, align on a new vision for your brand. How do you want your company to be positioned moving forward? Has your audience changed at all? Will your company have a fresh personality and voice?
3. Bring your audience along the journey — there’s no need to move in secret. Inviting your current audience into the journey can actually help them feel more connected to and invested in your story, enough to stick around as changes are being made.
4. Keep business moving — one of my biggest pet peeves is when companies take down their websites as soon as they have the idea to rebrand, then have a Coming Soon page up for months! You lose a lot of momentum and interest by doing that. If you’re still in business and generating income, continue to operate while you work on your rebrand behind the scenes. You don’t want to cut existing customers off out of the blue, and you also don’t want so much downtime that folks forget your business exists or start looking for other solutions.
While determining whether the rebrand was successful may take a few months, Lola says a clear sign that it is unsuccessful is negative feedback from your target audience. "Customers are typically more vocal about what they don’t like more than what they do like," she says.
But some good signs to look out for are improvements in engagement with your marketing, positive reviews, press and increase in retention, and overall feeling aligned with the new branding.
For more information about Lola and The Brand Doula, visit her website, thebranddoula.com.
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However, unfortunately, the dangers of these platforms are getting more and more severe. I’ve personally been in cars where men have asked about my views on dating, politics, and more- only to drop me at my house 10 minutes later – talk about awkward. I’ve also heard more startling stories where friends felt so uncomfortable that they hopped out of a car to avoid potentially dangerous situations.
Personal testimonies like this are why I was so excited to learn about HERide, a woman-owned, Black-owned rideshare service based in Atlanta, GA. Check out xoNecole’s conversation with the founders, Jillian Anderson and DeVynne Starks, below to learn more about their business, ongoing strides in the tech community, and why you need to add HERide to your travel hacks list ASAP.
Jillian Anderson (L) and DeVynne Starks (R).
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xoNecole: Let’s start at the beginning. Can you tell me a little bit about yourselves?
Jillian Anderson: From a young age, I've been deeply involved in sports, earning scholarships for basketball and volleyball at Albany State University. My passion for competition and resilience was further honed during my time playing professional basketball in Morocco, where, unfortunately, an injury brought me back to the U.S. Throughout my journey, I've always been drawn to technology and entrepreneurship. Starting with selling candy bars in grade school, I later founded a successful fashion brand called BEA$T during my college years.
My background in computer science and my entrepreneurial spirit laid the foundation for HERide. The challenges I faced as a tech founder are nothing compared to the determination and drive instilled in me through sports and entrepreneurship. These experiences have shaped me into the competitor I am today within the tech industry, where I continue to push boundaries and innovate for HERide's mission.
DeVynne Starks: Growing up around entrepreneurs, I quickly understood both the hard work that entrepreneurship requires and the freedom that it offers. After earning my Bachelor's degree in Mass Communications from Albany State University, where Jillian served as my RA and we first connected, I pursued a Master's Degree from USC Annenberg in Communication Management with a focus on Public Relations.
My career path led me to establish Cultiv8PR, a boutique agency specializing in PR, social media, and content creation. We've worked with diverse brands across various industries, always prioritizing diversity, equity, and inclusion in our strategies. I'm passionate about storytelling and have a knack for finding unique narratives that resonate and cut through the noise.
In 2022, Jillian approached me to co-found HERide, recognizing my dedication to client success and my commitment to driving impactful change. Together, we've grown HERide into what it is today, leveraging our combined strengths in technology, entrepreneurship, and communications to make transportation safer and more inclusive for everyone.
xoN: What made you start HerRide?
Jillian: As the CTO and founder of HERide, my journey began from a deeply personal place. During my time as a rideshare driver for Uber and Lyft, I consistently heard from women about their concerns and fears surrounding safety when riding with male drivers. Women would share stories of relief when they saw a female driver approaching or even canceling rides until a woman arrived. Some would go as far as asking to be dropped off at a nearby location if a female driver was unavailable.
These experiences opened my eyes to a significant gap in the ridesharing industry—a lack of options that prioritized women's safety and comfort. In 2019, I founded HERide with a clear mission: to provide a safer and more inclusive ridesharing experience for women. We launched our app in 2020 on both Google PlayStore and the Apple App Store, and in 2022, with the addition of my co-founder DeVynne Starks as our CMCO, we began offering live rides.
HERide is about more than just providing convenient transportation. It's about challenging the status quo and advocating for meaningful changes in ridesharing safety regulations. Women's voices had been silenced, and their needs overlooked for far too long. We made it our priority to give women the option to choose a female driver if that makes them feel safer and more comfortable.
Our vision is to be disruptors in the industry, not only by offering convenience but also by integrating cutting-edge technology to enhance safety measures. We are committed to transforming the ridesharing landscape, ensuring that everyone, regardless of gender, feels secure during their journey. HERide is not just a service; it's a movement toward greater safety and equality in transportation.
xoN: Have you dealt with pressure to open the platform to men? How do you combat that?
DeVynne: While our primary focus is on providing a safe and inclusive platform for women and non-binary individuals, we also welcome everyone to use our services. Our decision to prioritize these groups stems from a critical need to address long-standing issues of safety and comfort that have been overlooked in the ridesharing industry for far too long.
From the outset, we designed HERide to answer the urgent call from women and non-binary individuals who often felt unsafe or uncomfortable during ridesharing experiences. Our commitment to safety is evident in the technology we've implemented, such as piloting biometric features and our rigorous 1:1 driver onboarding process.
While many men have been supportive of our mission, we understand there may be questions about why we choose to prioritize specific demographics. We ask those who question this decision to consider the urgency and importance of feeling safe during transportation. If you were in a situation where your safety felt compromised, wouldn't you want a service that prioritizes your well-being?
It's important to note that by prioritizing women and non-binary individuals, we aim to improve safety standards for everyone. Our ultimate goal is to transform the entire ridesharing landscape by advocating for better safety measures that benefit all passengers. We believe that everyone deserves safe and secure transportation, and HERide is committed to making that a reality for everyone who uses our platform.
It's important to note that by prioritizing women and non-binary individuals, we aim to improve safety standards for everyone. Our ultimate goal is to transform the entire ridesharing landscape by advocating for better safety measures that benefit all passengers. We believe that everyone deserves safe and secure transportation, and HERide is committed to making that a reality for everyone who uses our platform.
xoN: Do you have any plans to expand, can you walk me through your process to scale the business?
Jillian: Expanding HERide to other major cities is definitely part of our vision for growth. Currently, we are focused on scaling our operations in Atlanta, Georgia, where our goal is to onboard 1,000 drivers who each complete 10 rides per week. Achieving this milestone will ensure that we have a robust and reliable service in place before expanding further.
To support this expansion, we are actively raising funds with a target of $1.5 million. These funds will be crucial in enhancing our technology, expanding our marketing efforts, and establishing a strong operational base in Atlanta.
Once we've successfully met our driver and ride targets in Atlanta and secured the necessary funding, we plan to identify and evaluate potential new cities for expansion. Our expansion strategy will involve careful market analysis, assessing demand, regulatory considerations, and establishing local partnerships to ensure a smooth and successful launch.
Ultimately, our goal is to replicate the success we've achieved in Atlanta by offering safe, reliable, and inclusive ridesharing services to more cities across the country. We're excited about the future growth of HERide and the opportunity to make a positive impact on transportation safety and accessibility for all.
xoN: It's a big deal to be the first Black-owned rideshare company to partner with Hartsfield Jackson Airport in Atlanta. What does that mean to you, and how did you advocate for yourself – particularly when it came to the signage?
DeVynne: Being the first Black-owned rideshare company to partner with Hartsfield-Jackson International Airport in Atlanta is a monumental achievement for HERide, and it means everything to us. Jillian and I have always seen ourselves as disruptors, driven to challenge the status quo and create meaningful change. Our journey to secure this partnership was both challenging and rewarding.
Jillian: The process to become approved as a rideshare service at the airport was rigorous and took nearly a year. We had to ensure that our systems seamlessly integrated with the airport's infrastructure and diligently followed up on all required paperwork. On September 13, 2023, when the airport officially announced our partnership, it marked a significant milestone not only for HERide but also for our commitment to providing inclusive and secure travel experiences for all passengers.
DeVynne: One of the key challenges we faced was advocating for ourselves to receive directional signage within the airport. After months of persistent advocacy, in February 2024, we successfully secured signage that significantly increased visibility and traffic to the HERide app. This advocacy effort didn't just benefit us; it also paved the way for another emerging rideshare company to receive signage, demonstrating our commitment to opening doors for others in the tech industry.
Jillian: In a tech world where gatekeeping is prevalent, DeVynne and I believe in breaking down barriers and empowering other tech founders, especially those from underrepresented communities.
We are incredibly grateful for our partnership with the airport and excited about the future. Moving forward, we aim to replicate this success in other major cities that share our values of inclusivity and innovation in transportation. This partnership not only strengthens HERide's presence but also inspires us to continue pushing boundaries and creating opportunities for others in the tech particularly the ridesharing industry.
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