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Arizona Names Burke Women's Basketball Head Coach

Becky Burke was named the 10th head coach in the history of Arizona Women’s Basketball by Wildcats’ Vice President and Director of Athletics Desireé Reed-Francois on Wednesday.  This season, her third with the Bulls, saw UB post a program-record 30 wins, culminating with a WNIT title.  “Our model centers around identifying head coaches who prioritize success in […]

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Arizona Names Burke Women's Basketball Head Coach

Becky Burke was named the 10th head coach in the history of Arizona Women’s Basketball by Wildcats’ Vice President and Director of Athletics Desireé Reed-Francois on Wednesday. 
 
This season, her third with the Bulls, saw UB post a program-record 30 wins, culminating with a WNIT title. 
 
“Our model centers around identifying head coaches who prioritize success in coaching, recruiting and the development of high-character student-athletes,” said Reed-Francois. “Coach Burke is a proven program builder and rising star in collegiate women’s basketball with a track record of transformational success. She is familiar with the Wildcats and the tight-knit community we have in Tucson. Our search committee did a wonderful job of selecting the right leader as we are proud to welcome Coach Burke, Savannah and Banks to the University of Arizona.”
 
In her second season at the helm of the Bulls, Burke led UB to a 19-win season, a trip to the MAC Championship game and an appearance in the postseason WNIT. The Bulls won 10 games in league play, a seven-win improvement from a season ago which is the highest improvement of any MAC school, while also finishing fourth after being picked eighth in the MAC preseason poll.

In her first season, the Bulls were ranked in the top half of the league in field goal percentage (.438), three-point field goal percentage (.343), scoring defense (65.1), three-point field goal defense (.315), assists per game (13.8) and assist-to-turnover ratio (+1.0).
 
“I would like to thank President (Suresh) Garimella and Desireé for this wonderful opportunity to lead Arizona Women’s Basketball, a program with such rich tradition,” Burke said. “Wildcats’ fans fully understand the role that elite culture plays in building a program that wins championships. Our staff will be ready to make that a reality as we call Tucson home.”

Burke spent two seasons as the head coach of USC Upstate and engineered one of the best turnarounds in the country in 2021-22. That year, the Spartans were picked 10th in the Big South’s preseason poll and finished with a No. 3 overall seed and a first-round bye in the conference tournament. Her club tied the program’s Division I-era record for overall wins (22) and conference victories (14) as the team made a 14-win improvement from 2020-21.

Prior to taking the reins at Upstate, Burke had an impressive two-year stint at the NCAA DII level as the head coach at the University of Charleston in West Virginia. She brought the Golden Eagles back to national prominence in just her first season at the helm of the program in 2018-19, leading the team to a 25-7 record, which was a 12-win improvement from the previous year. The Golden Eagles also cracked the Top 25 that season and made their first NCAA Tournament since 2014.

In her second year, the Golden Eagles went 23-7 while once again leading the conference in scoring defense.

Prior to her time at Charleston, Burke started the women’s basketball program at Embry-Riddle Aeronautical University in Prescott, Arizona in 2015 and went on to be the head coach of the Eagles for two seasons. She led the team to a winning record in its inaugural campaign in 2016-17. In her second season at ERAU, the Eagles were ranked in the NAIA Top 25 and compiled a 21-6 record, including an 11-3 mark in the California Pacific Conference.

Burke earned a spot on the Women’s Basketball Coaches Association 30-Under-30 list in 2019. She was the only head coach to appear on the exclusive list.

Before her head coaching career, Burke served as an assistant coach at Saint Joseph’s College for the 2014-15 season. Prior to that, she was the director of basketball operations at California State Fullerton in 2013-14.

Burke was a standout at the University of Louisville where she graduated with a degree in sports management in 2012. In four years as a Cardinal, she led the program to three NCAA Tournament appearances including the championship game in 2009 and the Sweet Sixteen in 2011. Burke is a member of the program’s 1,000-point club and was just the second Cardinal to participate in the State Farm College 3-Point Shoot-Out in 2012, finishing as the runner-up.

A Clarks Summit, Pennsylvania native, Burke starred at her hometown high school, Abington Heights. She was named the Pennsylvania Class 4A Player of the Year as a senior by the Associated Press and scored over 2,100 career points. Burke and her wife Savannah have one son, Banks.

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Penn State NIL Collective to Host Fundraising Event in Pittsburgh Before U.S. Open

Happy Valley United, Penn State’s official NIL collective, will host its next fundraising event this week with a distinctly Pittsburgh feel. Penn State football coach James Franklin will headline the event that features a very Pittsburgh-centric group of guests, notably former Nittany Lions defensive coordinator Tom Bradley. The collective will host its latest “We Are” […]

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Happy Valley United, Penn State’s official NIL collective, will host its next fundraising event this week with a distinctly Pittsburgh feel. Penn State football coach James Franklin will headline the event that features a very Pittsburgh-centric group of guests, notably former Nittany Lions defensive coordinator Tom Bradley.

The collective will host its latest “We Are” benefit Wednesday night at Fox Chapel Golf Club in Pittsburgh. Guests can mingle and interact with current and former Penn State coaches and players on the eve of the U.S. Open at nearby Oakmont Country Club. In fact, auction items include four tickets to a U.S. Open practice round and rounds of golf in July with former Nittany Lions Michael Mauti or Christian Hackenberg.

Among the notable guests is Bradley, the longtime Penn State assistant who returned to Beaver Stadium in 2023 for the first time in more than a decade. Penn State welcomed back Bradley as an honorary co-captain for its 2023 season-opener against West Virginia. Bradley now will appear on behalf of Happy Valley United to benefit the Penn State collective’s fundraising efforts.

The guest lists also includes current staff members Terry Smith, the team’s associate head coach and cornerbacks coach; special teams coordinator Justin Lustig; senior defensive analyst Greg Gattuso and assistant quarterbacks coach Trace McSorley.

Former players scheduled to attend include Pat Freiermuth, Chuck Fusina, Mike Hull, Miles Dieffenbach and Brandon Short. Tickets are $200 per person and $300 per couple. There’s also a $100 “young professionals” rate. The event runs from 7-9 p.m., with a private sponsors reception featuring players and coaches from the 2025 team before the event.

For more information, visit the Happy Valley United website.

James Franklin talks “transformational”

This has been a theme of the Penn State coach during the NIL era. Franklin continues to drive home the point that he wants Penn State to be a “transformational” program rather than a “transactional” one. What does Franklin mean by that? He explained during a recent media session in State College.

“We’re one of a handful of programs that are still holding on to [where] we want it to be as transformational an experience as possible,” Franklin said. “I think that aligns with Penn State and what our values are and how we want this program to be run. That’s something that was always very important to me. But it was also very obvious to me coming to Penn State that that was something that’s very important to our alumni and very important to this community and very important to our lettermen.

“So we are fighting, scratching and clawing to balance those two things. There’s an aspect that you have to embrace the evolution of college football. But you don’t have to abort what your values are and and how you still want it to go. And I think there’s a way that you can really blend the both, so that
the kid, the family, the program, the university, you can still really provide a similar experience than we always have.”

Penn State football hires new director of external operations

Tristin Iannone returns to Penn State as the program’s new director of external operations. Iannone replaces Destiny Rodriguez, a longtime Penn State staff member who recently accepted a position with the New York Jets.

Iannone is a familiar face at the Lasch Football Building. A 2019 Penn State graduate, Iannone was an operations assistant on Franklin’s staff for one year. He left with former offensive coordinator Ricky Rahne, who became the head coach at Old Dominion. Iannone held a variety of positions at Old Dominion in operations and recruiting for the past four years.

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Nighthawks' Summer Stevens caps soccer career in style

Nighthawks’ Summer Stevens caps soccer career in style Published 7:13 am Monday, June 9, 2025 1 of 2 Summer Stevens sends the ball during a game earlier this season. The senior leaves First Flight High School as the school’s all-time leading scorer. David Hallac photo Summer Stevens and her family participate in the First Flight […]

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Nighthawks' Summer Stevens caps soccer career in style

Nighthawks’ Summer Stevens caps soccer career in style

Published 7:13 am Monday, June 9, 2025

Submitted Story

Summer Stevens has plenty of unfinished business ahead on the soccer pitch, but there’s certainly not a whole lot more the First Flight High School senior could have done throughout her prep career.

After helping the Nighthawks win another conference championship and reach the third round of the NC High School Athletic Association 3A playoffs, Stevens capped her FFHS career as the school’s all-time leading goal scorer with 117 goals and as the all-time points leader with 266 (counting goals and assists). Additionally, the 43 goals Stevens scored this season is the single-season record.

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What’s remarkable, said head coach Joel Mount, is that Stevens found the back of the net so often this year in spite of being constantly marked by opposing defenders and having more offensive-minded teammates. The Nighthawks averaged more than five goals per game in their 20-3 campaign.

“She is the most physically defended player on the field and she handles that well,” Mount said. “The last three years she had the primary responsibility of scoring goals and was counted on to produce a lot of our offense, but this year she had more help.”

Certainly one of the highlights of Stevens’ senior season came against rival Manteo. She found the back of the net twice in that key 2-0 road victory, including her 100th career goal. Stevens also scored two goals against MHS in a 3-1 home win earlier in the season.

“The favorite moment I had with Summer was when she scored against Manteo – she hadn’t scored against Manteo until her senior year,” Mount said. “So those four goals – including her 100th – it was a great moment for her because those are people she’s been friends with, competes with, and they just have that rivalry against each other.”

Additionally, as a center-forward, Stevens wouldn’t necessarily be expected to carry the team’s scoring load, but that never stopped her from leading the way.

“She’s a midfielder who’s playing forward and it’s amazing what she’s done over the past four years,” Mount said. “She’s the hardest-working person on the field and what stands out the most from freshman to senior year is her commitment to get better. She’s the harshest critic of her own game, but it’s driven her to improve.”

That drive is taking Stevens to the collegiate level. She signed with Ferrum College, an NCAA Division II school in Virginia, where she’ll join a solid squad that went 13-5-1 last year. In an interview with Nighthawk News Magazine, Stevens said she’ll take plenty of fond memories with her.

“My family has definitely been my biggest influence throughout my soccer career. My dad played college soccer and has pretty much always been my coach, so he has really helped me,” Stevens told the student newspaper. “My family has made a lot of sacrifices over the years and I’m really appreciative of everything they’ve done for me. I’ve also had really great teammates over the years, and I’m thankful for all the ways they’ve helped me.”

There’s no doubt her Nighthawk teammates will miss her in the coming years. The NCC Player of the Year and three-time All-Region selection has raised the bar for the program and established impressive records for younger players to shoot for.

“She’s a great teammate, interacts really well with everybody,” Mount said. “Summer is quiet and doesn’t talk a lot, but she’s very much a lead-by-example type. If you’re looking for her to be vocal and make a speech, that’s not her, but if you want to point out somebody and say, ‘That’s how you need to do it’ – that’s her.”

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Alex Cooper Accuses College Soccer Coach of Sexual Harassment

Alex Cooper is opening up about alleged sexual harassment during her college years. In a new documentary, the “Call Her Daddy” podcast host claimed she was harassed by former Boston University soccer coach Nancy Feldman. Cooper played for the college’s women’s soccer team between 2013 and 2015, per the university’s website. Cooper, 30, made the […]

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Alex Cooper Accuses College Soccer Coach of Sexual Harassment

Alex Cooper is opening up about alleged sexual harassment during her college years.

In a new documentary, the “Call Her Daddy” podcast host claimed she was harassed by former Boston University soccer coach Nancy Feldman. Cooper played for the college’s women’s soccer team between 2013 and 2015, per the university’s website.

Cooper, 30, made the allegations in her new docuseries, Call Her Alex, which premiered Sunday, June 8, at the Tribeca Film Festival in New York City, and streams on Hulu from Tuesday, June 10.

According to People, Cooper claimed in the documentary that Feldman began to “fixate on me, way more than any other teammate of mine” during her sophomore year, describing the alleged experience as “confusing.”

“[It] was all based in her wanting to know who I was dating, her making comments about my body and her always wanting to be alone with me,” Cooper said.

Us Weekly has reached out to Boston University and Feldman for comment.

“It was this psychotic game of, ‘You want to play? Tell me about your sex life,’” Cooper described one alleged incident. She also claimed that Feldman told her, “I have to drive you to your night class. Get in the car with me alone.”

Cooper said in the doc, “I felt so deeply uncomfortable,” but she said she felt she couldn’t speak out at the time because “I was attending BU on a full-tuition scholarship. If I didn’t follow this woman’s rules, I was gone.”

The podcaster said she ultimately told her parents about the alleged harassment at the time. Her parents contacted a lawyer, who advised that the college would likely drag out a legal case for years, per People. She also said that BU officials did not take any action when presented with written documentation detailing her alleged encounters with Feldman.

During a Q&A following the premiere of her new documentary, Cooper described the experience as “frustrating.”

“I want to tell women to come forward and say it, but I did, and I wasn’t believed, and then it took me a decade,” she said.

“I’m not ashamed that it took me 10 years,” Cooper continued. “But it makes me question a lot, and I think this documentary, as difficult as it was to explore, I actually think this is just the beginning. … It’s really opened my eyes to how difficult the system is, and it’s so built against us as women.”

Cooper studied film and television at BU, graduating in 2017. Feldman retired from the college’s athletics department in 2022 after 27 years of coaching.

If you or someone you know has been sexually assaulted, contact the National Sexual Assault Hotline at 1-800-656-HOPE (4673). 

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From uncertainty to finding my place: The Daily Bruin was worth the wait -30-

I almost didn’t come to UCLA. You could probably count on one hand the number of students who attended an Ivy League university in the history of my high school. Prestigious universities were not a regular topic of conversation, and most people ended up going to college somewhere nearby, along the coast of Southern California. […]

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I almost didn’t come to UCLA.

You could probably count on one hand the number of students who attended an Ivy League university in the history of my high school. Prestigious universities were not a regular topic of conversation, and most people ended up going to college somewhere nearby, along the coast of Southern California.

So as a senior, I followed suit and toured the small list of private religious schools and Cal State schools that graduates of my high school typically attended. But no matter how hard I tried to envision myself at these schools, none of them felt right.

Given how obsessive I was over maintaining a perfect GPA in high school, community college was never on the table for me. So when my parents suggested I spend two more years at home, I was immediately against the idea.

That was not how I envisioned my college experience.

It hurt to watch my peers start their new lives in college, while I was stuck at home. But I held onto the belief that there had to be something bigger waiting for me.

Community college ended up being wonderful.

I rediscovered my love for soccer, made lifelong friendships and memories with my teammates and got to spend two more years living with my family.

Despite my ability to make the best out of a situation I never thought I would be in, I spent every night wondering if my hard work would ever pay off.

That moment finally came when an acceptance email from UCLA landed in my inbox in April 2023. It wasn’t until then that I started to realize community college was not a detour but actually a step toward a life I never could have imagined as a high schooler.

I always loved to write. As a little kid, I wrote, illustrated and constructed my own book about a girl who turned into a hot dog.

But there was never a space beyond the classroom for me to fully dive into my knack for writing. That is, until I saw that applications were open for the Daily Bruin.

Unlike the other club applications I was filling out during those first few weeks at UCLA, I genuinely enjoyed the Daily Bruin application process. Even though I had zero experience in journalism, responding to the prompts felt natural, almost easy.

I jumped right into the deep end of journalism as part of the gymnastics beat. Although I had only ever watched gymnastics a few times during the Olympics, I was tasked with writing breaking wraps about the meets and generating interview questions for a sport I knew nothing about.

The Daily Bruin challenged me like I had never been challenged before – and I loved it.

I will never forget my first experience as a student reporter. As I sat at the media table alongside gymnastics editor Ben Royer and fellow intern, soon-to-be gymnastics editor Aaron Doyle at Meet the Bruins in Pauley Pavilion in December 2023, I was captivated by the fast-paced environment and thrill of being so close to the action.

And that thrill has yet to fade.

As I reflect on these last two years with the Daily Bruin, I realize this newspaper was the “something bigger” that I had been waiting for in community college. Without it, my passion for elevating women’s presence in the sports industry and increasing coverage of women’s sports might have stayed buried.

I often think about what would have happened if I had not gone to community college, UCLA or joined the Daily Bruin.

I would have never gotten the chance to travel to Berkeley and Salt Lake City to cover the gymnastics team at back-to-back NCAA Regionals. I would have never been in the background of the televised March Madness selection show when UCLA earned its first No. 1 overall seed in program history. I would have never interviewed two-time Olympian Jordan Chiles or met National Softball Hall of Famer Lisa Fernandez.

I would have never applied for an internship at Dodgers Nation, where I got to cover the Los Angeles Dodgers on their 2024 World Series run – and where I’ll continue working after graduation. I would not be packing my bags to head to Oklahoma City for the Women’s College World Series – a tournament I have been watching on TV with my mom for years.

Like community college, journalism was never part of the plan, but now, I can’t imagine my life without it.

As my time at the Daily Bruin comes to an end and I prepare to tackle the unpredictabilities of post-grad life in New York City, I have learned not to fear the unknown because the best experiences in life are often the ones you do not anticipate.

Going to community college was hard and something I never expected. I spent two years waiting for it to finally be “my turn.”

But the Daily Bruin was absolutely worth the wait.

Garcia was Sports staff from 2024-2025 and a Sports contributor and reporter from 2023-2024.



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‘Bold new chapter’: Mizzou AD Veatch breaks silence on approval of $2.8B House settlement |

The landscape of college athletics may never be the same. U.S. Judge Claudia Wilken approved the final proposal for a near $2.8 billion antitrust settlement Friday, resolving the House vs. NCAA, Carter vs. NCAA and Hubbard vs. NCAA cases. The resolution involving these three cases became known as the House settlement. The landmark settlement brings […]

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The landscape of college athletics may never be the same.

U.S. Judge Claudia Wilken approved the final proposal for a near $2.8 billion antitrust settlement Friday, resolving the House vs. NCAA, Carter vs. NCAA and Hubbard vs. NCAA cases. The resolution involving these three cases became known as the House settlement.

The landmark settlement brings forth a new era of college athletics as schools can share up to $20.5 million of revenue with athletes throughout the next year — starting July 1 — and $2.8 billion in back payments will be granted to Division I athletes who competed between June 15, 2016, and Sept. 15, 2024.

The $20.5 million cap will increase by at least 4% each year during the 10-year agreement, and the $2.8 billion of back damages will be paid by the NCAA in $280 million installments over that span.

Mizzou athletic director Laird Veatch broke his silence on the groundbreaking decision in a statement released Sunday, claiming the decision marks the start of a “bold new chapter” for college sports.

“Our Mizzou Athletics staff has spent the past year preparing for this outcome, and while we recognize the operational shifts this requires, we are approaching the new era with a sense of purpose and optimism,” Veatch said in a letter obtained by the Missourian.

Veatch announced Nov. 1 that the department planned to fully embrace revenue sharing, reallocating expenses into high-impact items and exploring opportunities that have the ability to generate revenue.

The department also raised ticket prices for football and men’s basketball for the upcoming seasons, with the former seeing estimated admission fees and minimum donations to the athletic department up at least 50% for almost all available seats.

Veatch claimed Sunday that these adjustments have allowed Mizzou Athletics to remain devoted to revenue sharing, committing to the full $20.5 million pool that will be distributed to student-athletes throughout the 2025-26 season.

“This new model allows us to provide even greater opportunities for our student-athletes to benefit financially,” Veatch said. “By participating in revenue sharing at the highest level to maintain our competitive advantages, student-athletes around the country will know that Mizzou welcomes this evolution. Our commitment includes more than 60 new scholarships totaling approximately $3 million for next year.”

Also included in the settlement is that all third-party name, image and likeness deals from DI athletes of at least $600 must be reported and approved by the Deloitte clearinghouse through a platform called NIL Go, which launches Wednesday.

“We will be asking the Mizzou business community to embrace these opportunities and will provide more information in the near future,” Veatch said.

Veatch closed his letter by emphasizing the importance of the House settlement to the future of Mizzou Athletics and that the department remains focused on success.

Mizzou saw its football team finish the 2024 season with a 10-3 overall record and a 27-24 bowl win over Iowa on Dec. 30. The men’s basketball team bounced back from a campaign of winless conference play to finish 22-12 overall and 10-8 in the Southeastern Conference in the 2024-25 season, nabbing a No. 6 seed in the NCAA Tournament.

The gymnastics squad earned its best finish in program history in the 2025 season, securing third place in the NCAA Gymnastics Championships, while the volleyball team earned its fifth Sweet 16 appearance in program history.

With the successes of these programs, there were also some that struggled to find their footing.

Baseball finished its 2025 season with 16-39 overall and 3-27 SEC record. The Tigers’ league record was the worst SEC record since the league moved to a 30-game slate in 1996.

The women’s basketball team ended its 2024-25 season with a 14-18 overall and 3-13 conference record, placing 13th in the SEC. The hiring of coach Kellie Harper on March 18 signaled a step toward a brighter future of the program.

Softball struggled to build momentum, finishing its 2025 campaign with a 25-31 overall and 8-16 league record after landing at No. 15 in the USASoftball Preseason Top 25.

Speaking about baseball during the department’s ‘Zou to You’ tour April 29 in St. Charles, Veatch explained that Mizzou Athletics had not invested what it needed to into the program.

With the House settlement bringing forth revenue sharing, Mizzou Athletics has the opportunity to invest some of the $20.5 million pool into these non-revenue sports. That reality may be unlikely, with some projections estimating that 75% of the funds will go toward football.

“Understand that our focus remains firmly on seizing this opportunity to advance Mizzou’s mission and compete for championships driven by our collective ‘Will to Win.'” Veatch said. “Everyone wants to win. But we must all have a true ‘will’ to win, where we are laser focused on winning championships, hanging banners and creating incredible lifelong memories.”



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Walmart’s bakery decorators take the cake

NEW YORK — Inside a Walmart store in New Jersey, a worker puts the finishing touches on a cake with an edible ink Sponge Bob on top. A colleague creates a buttercream rosette border for a different cake, while another co-worker frosts a tier of what will be a triple-deck dessert. It’s graduation season, […]

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NEW YORK — Inside a Walmart store in New Jersey, a worker puts the finishing touches on a cake with an edible ink Sponge Bob on top. A colleague creates a buttercream rosette border for a different cake, while another co-worker frosts a tier of what will be a triple-deck dessert.

It’s graduation season, the busiest time of year for the 6,200 employees the nation’s largest retailer trained to hand-decorate cakes per customers’ orders. The cakes themselves come, pre-made, frozen and in a variety of shapes and sizes, from suppliers, not Walmart’s in-store bakeries.

But there’s no sugar-coating the importance the company places on its custom cake business. Its army of icing artisans are the highest paid hourly workers in a typical U.S. Walmart, excluding managers. Cake decorators earn an average of $19.25 per hour, compared with $18.25 for all non-managerial store workers, a company spokesperson said.

Melissa Fernandez, 36, started working in the electronics area and then the wireless services department of the Walmart in North Bergen, New Jersey, before she transferred to the deli area in search of better pay. But Fernandez had her eye on a cake decorating job and after spending two months getting trained by a store colleague, she picked up a piping bag full-time in 2021.

“I love baking at home. I love painting,” Fernandez said. “I love doing anything artistic, and I just always wanted to be a part of it.” After 11 years with Walmart, she said she now makes about $24.40 an hour.

Despite their elite status within Walmart, the retailer’s cake decorators have attracted detractors on social media.

The company promotes its personalized baked goods on TikTok, and the workers behind such creations do the same with their own profiles. As the content has grown in popularity, critics have accused Walmart decorators of stealing ideas and undercutting the work of professional cake artists with their low-priced products.

After TikTok videos praising Walmart’s $25 heart-shaped cakes with borders that resemble vintage lace cropped up before Valentine’s Day this year, a few bakers produced their own videos explaining why their cakes cost so much more and critiquing Walmart’s.

Debates ensued in the comments sections over whether Walmart represented evils of capitalism or served the needs of the masses.

A customized sheet cake that can be sliced to serve 96 people costs $59 at Walmart, about one-third to half the price that a nationwide sample of independent bakeries list online for similarly sized cakes. For $5.20 more, Walmart customers can add strawberry or “Bavarian creme” fillings, which like the bare cakes, are vendor-supplied.

The slice of the celebratory occasion cake market Walmart holds appears vast based on company-supplied figures. One out of four cakes sold in the U.S. comes from Walmart, and its employees will collectively decorate more than 1 million cakes during May and June, according to a company spokesperson.

The number of cakes decorated each day at the location where Fernandez works nearly doubles to 50-60 when school graduations come around, compared to 30-35 a day during the rest of the year, said Michael DeMarco, the manager of the store’s fresh food department. He credits the decorators’ talent and promotional efforts on TikTok.

“We’re getting a lot of repeat customers. We’re doing a lot more business because of just the viral sensations,” DeMarco said.

A TikTok video that showed Fernandez designing a $24 version of a customized bouquet cake — 12 cupcakes that are individually decorated and arranged to look like a bunch of flowers — received nearly a half-million views. The bouquet design was one of the North Bergen store’s most popular cakes last month, a company spokesperson said.

The dressy heart-shaped cakes, as well as cakes that resemble meals like sushi or a pile of spaghetti and meatballs, are popular too, she said. Fernandez also has created “burn away” cakes: an iced cake topped with an image printed on paper, which is set ablaze to reveal a different image underneath.

“TikTok helps me stay up to date,” she said. “A lot of trends that I see on there, within that week or within that month, customers will come asking about it. And we’re pretty up to date as well.”

Jazzing up a cake by hand requires skill, whether or not someone else did the baking, she said. Funneling buttercream frosting through a bag and various sized piping tips to yield the desired design without misplaced blobs is not the same as drawing or painting, Fernandez explained.

“There’s a lot of pressure points that you have to practice in order to get the borders correct and the right thickness or the right texture,” she said.

Tiffany Witzke, who has been a Walmart cake decorator since July 2016 and works at a store in Springfield, Missouri, has more than 912,000 followers on TikTok. The job attracts people who “can be extremely skilled and talented,” Witzke said, adding that customers want increasingly complicated designs.

“When I first started, it was basically just borders and writing,” she said. “Now, everybody wants more and more and more on their cake.”

Liz Berman, owner of The Sleepy Baker, in Natick, Massachusetts, said she’s not worried about losing customers to Walmart because of her attention to detail and the premium ingredients she uses.

She charges $205 and up for a half-sized sheet cake, the bouquets made up of two dozen miniature cupcakes cost $110. All the cakes are made from scratch, and Berman said she designs everything herself.

“It’s just a totally different business model,” she said. “Everything I do is custom.”

For Walmart, the cake decorating business delivers higher profit margins than some other areas, such as groceries and electronics, according to Marshal Cohen, chief retail advisor at market research firm Circana. But it’s also resonating with shoppers looking for affordable luxuries.

“We’ve gone into a period where the consumer is saying, ‘This is good enough,’” Cohen said.

Customers interviewed at the North Bergen store on a recent weekday seemed to be satisfied. George Arango, 34, picked up two customized cakes, one to celebrate a co-worker’s retirement and the other for a colleague getting another job. After researching prices on various store websites, he decided to give Walmart a try.

“The price is fantastic,” he said. “I’m walking out with two cakes for $40.”



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