Glossier Partners With Team USA Women’s Basketball for Olympics

Glossier has agreed a long-term deal to turn into the primary official magnificence companion of the Group USA ladies’s basketball groups forward of the Olympic and Paralympic Video games in Paris this summer season, The Enterprise of Trend has realized.

It marks the New York-based magnificence model’s second foray into ladies’s basketball, after it turned the first-ever magnificence companion of the WNBA in 2020, a deal which it prolonged in March.

The partnership will see Glossier get its merchandise on a few of the up to date greats of American basketball, who can be in motion on the Olympics, together with Brittney Griner, Breanna Stewart, Kelsey Plum and Sabrina Ionescu.

Glossier will reward the Group USA gamers merchandise to tackle the chartered flight that takes the groups from the WNBA All-Star weekend in Phoenix, AZ, to Europe for the Video games later this month. It’ll get social media and out-of-home promoting alternatives, and can organise activations within the coming weeks, together with at a Group USA exhibition sport in London on July 23. The model can even present the gamers’ make-up for high-profile occasions just like the opening ceremony on July 26.

The deal comes amid the soaring global popularity of US ladies’s basketball, buoyed by a forged of celebrity rookies and seasoned WNBA expertise who’re garnering unprecedented attention and business curiosity, each for his or her on-court achievements and pre-game fashion.

“For a very long time there’s been a false narrative that sports activities and sweetness shouldn’t combine,” mentioned Glossier chief government Kyle Leahy, who identified that the model would be the ladies’s crew’s first devoted sponsor since Tampax in 1996. “Our preliminary partnership with the WNBA 4 years in the past wasn’t seen as the most popular factor to do, however now that is the course the trade is headed and we’re fielding calls from all types of sports activities organisations.”

Glossier was first approached by USA Basketball for the Olympics partnership off the again of its WNBA deal. The Group USA consultant defined that manufacturers sometimes signal on as a companion of each the lads’s and girls’s groups — however Glossier pushed again.

“We instructed them we’d like to be thought-about for the ladies’s crew solely as a result of that’s the place we all know we’re going to make the largest impression,” Leahy mentioned. “We have already got relationships with all these gamers anyway due to this long-running WNBA partnership.”

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