Glossier, a New York-based beauty brand, has recently announced a groundbreaking partnership as the first official beauty partner of the Team USA women’s basketball teams for the upcoming Olympic and Paralympic Games in Paris. This collaboration follows Glossier’s successful venture into women’s basketball as the first-ever beauty partner of the WNBA in 2020, a partnership that was recently extended.
As part of this exciting partnership, Glossier will have the opportunity to showcase its products on some of the most prominent figures in American basketball, including athletes like Brittney Griner, Breanna Stewart, Kelsey Plum, and Sabrina Ionescu who will be representing Team USA at the Olympics. The brand will be providing these players with their products for the chartered flight to Europe, where the Games will be held later this month.
In addition to product placement, Glossier will also have the chance to engage in social media and out-of-home advertising, as well as organize activations such as an event at a Team USA exhibition game in London on July 23. Furthermore, Glossier will be responsible for providing the players with makeup for key events like the opening ceremony on July 26.
This partnership comes at a time when women’s basketball in the US is experiencing a surge in popularity, thanks to a new generation of talented athletes who are not only excelling on the court but also making waves with their off-court style. Glossier’s CEO, Kyle Leahy, emphasized the importance of breaking the stereotype that sports and beauty should not mix, noting that Glossier is the first dedicated sponsor for the women’s team since Tampax in 1996.
Leahy also highlighted the shifting landscape in the industry, with more sports organizations recognizing the value of partnerships with beauty brands. Glossier’s decision to focus solely on the women’s team was a strategic one, based on the brand’s existing relationships with the players through their WNBA partnership.
The collaboration between Glossier and Team USA women’s basketball is not just a marketing opportunity but a reflection of the growing intersection between sports and beauty. As the industry continues to evolve, partnerships like this one are sure to set new trends and pave the way for more innovative collaborations in the future.