Sports

‘I’m just a huge fan’: Justin Vernon of Bon Iver on his love for the Lynx, new partnership

People pose for a photo at a basketball game-3
Justin Vernon of Bon Iver and his personal trainer, Jeff Rogers, often attend Minnesota Lynx games together.
Courtesy photo

Justin Vernon said he only has one regret in life: that he did not play basketball his senior year of high school. Vernon, from Eau Claire Wis., played on a team while growing up but skipped the final year to focus on his music.

Some would argue that things worked out, as he now leads the Grammy-winning music project Bon Iver. But for Vernon, basketball would always be in the back of his mind. When he was attending college at the University of Wisconsin-Eau Claire, he bought his first WNBA jersey: Janel McCarville.

McCarville, from Stevens Point, Wis., played for the University of Minnesota and was the No. 1 pick of the 2005 WNBA draft. She played for the Lynx from 2013-2016.

Justin vernon posing for photos
Justin Vernon of Bon Iver.
Bump Opera for MPR

Vernon followed McCarville’s career as a fellow Wisconsinite, but it wasn’t until a few years ago that he went all in on the Lynx. 

“I really up-ticked my fandom, and I started going to games with my trainer, Jeff Rogers, and then I was just hooked,” he said. “Most of all, I’m just a huge fan.”

Vernon grew up with what he called “a feminist mom.” She stayed at home and took care of the kids while her husband worked, but his family emphasized — this wasn’t an easy job, if anything, it was the hardest one. 

“My mom was always such a strong woman,” he said. “That formed who I am. She always stood up for what she thought was right and that, of course, inspired me.” 

2 A Billion, a campaign by Bon Iver, focuses on raising awareness and support to end gender inequity, domestic violence and sexual violence. But Vernon wanted more. So he reached out to his favorite team of all time: the Lynx. 

People pose for a photo at a basketball game-2
Justin Vernon plans to go to as many Minnesota Lynx games as he can.
Courtesy photo

“I went to them and asked, ‘What can we do? How can we help? How can we combine forces?’” Vernon said. “It’s not just the money we raise, it’s trying to raise awareness of these organizations in general. We’re still figuring out what it looks like but we’re just getting going and I think we’ve already made a difference. It’s just the beginning.”

Bon Iver and the Lynx joined forces to create a new gender equity program, the first of its kind for the WNBA. The project launched at the beginning of the season. It is similar work to the 2 A Billion project, and will focus on a collaboration between the team, Bon Iver and several nonprofits in Minnesota and western Wisconsin including the Women’s Foundation of Minnesota, She Rock She Rock and Girls Taking Action. Those three organizations and 10 others will receive $250,000 in grants. 

The organizations’ goal — simply stated — is for the world to be a better place for girls and women. Together, they think they can lead Minnesota and western Wisconsin into change.

It was a natural progression for the two groups. Since its beginning, the WNBA has never just been about basketball, it’s political. In 2016, four Lynx players wore black shirts reading “Change Starts With Us: Justice & Accountability” after the killings of Alton Sterling and Philando Castile by police officers. 

Four women stand together
Minnesota Lynx players wore shirts highlighting police shootings before their game in 2016.
David Sherman | NBAE | Getty Images

In 2019, star Maya Moore stepped back from basketball to work on social justice causes. In 2020, the team supported the “Say Her Name” campaign for Breonna Taylor and closer-to-home causes, like advocacy against the murder of George Floyd by a Minneapolis police officer. In a 2021 interview with ESPN, head coach Cheryl Reeve, who regularly wears activism t-shirts to games, said the Lynx lead the WNBA with activism work.

“There’s no question that the Minnesota Lynx were the first team to really create this space of being unafraid and to lead with courage,” Reeve said.

Natisha Hiedeman, a guard for the Lynx who is also from Wisconsin, is looking forward to the partnership and working more with Vernon.

“He’s a really amazing guy and I’ve had numerous opportunities to chat with him and see how he is as a person and the amount of support he shows for the Minnesota Lynx and women’s basketball in general, it means a lot to have somebody of that status support us,” she said.

A woman crosses her arms
Head coach Cheryl Reeve of the Minnesota Lynx looks on against the Las Vegas Aces in the third quarter at Target Center on June 17 in Minneapolis. Her t-shirt shows an illustration of activist Angela Davis with the quote "I am no longer accepting the things I cannot change. I am changing the things I cannot accept."
David Berding | Getty Images

Women’s sports, and Minnesota teams specifically, have created a type of community that isn’t common in the male-dominated sports world. Their fans agree — being a women’s sports fan is different. It comes with more room for acceptance, but they also say they enjoy the game itself more. 

This is something Vernon thinks about as a fan. He wants to be genuine — if he was just showing up to show up, it wouldn’t sit right with him. 

“I think showing your support is good, but I think the sport is good. It’s just my speed, It’s a different game to watch,” he said. “They’ve got their focus, they’re locked in. That’s what I feel. That’s what we’re cheering for.”

Vernon isn’t one to step into the public spotlight. He has been open with his struggles with mental health issues and the impact that touring was having on his anxiety. 

But, when it comes to the Lynx, he’s growing to learn that maybe it’s time for him to use his voice a bit more. 

Justin vernon posing for photos
Justin Vernon of Bon Iver
Bump Opera for MPR

“Maybe I can accept this part of me and step into a role that might be a lot more public facing but to be of service, and to show that’s how you can use your platform,” he said. 

Vernon plans to attend more Lynx games, as much as his schedule allows. His prediction for the fate of the season? 

“Easy. Defensive player of the year: Alanna Smith. MVP: Phee. And the championship,” he said.

The Lynx play the Indiana Fever Tuesday night for the Commissioner’s Cup Championship at Target Center. Minnesota is leading the league 14-2. 

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