DaMarko Webster
Glossier, Inc. and the Women’s National Basketball Association (WNBA) have announced an extension of their marketing partnership, enhancing a dynamic and innovative collaboration initiated in 2020.
As the Official Beauty Partner of the WNBA, Glossier aims to expand its presence among WNBA athletes and fans through activations at key events and the launch of WNBA-themed content amplifying players’ voices and stories. Glossier will also be prominently featured across the WNBA’s media partners, platforms, and social channels.
Kyle Leahy, CEO of Glossier, expressed, “Glossier celebrates beauty in real life, and our partnership with the WNBA epitomizes that ethos. While we were the league’s inaugural beauty partner, we’re excited to witness athletes occupying more space in the beauty realm. Glossier and the W share a similar ethos, seeking to challenge the norm and driven by a mutual passion for our shared values. I’m enthusiastic about the future of our partnership and our ongoing commitment to spotlight these remarkable athletes.”
“We’re delighted to extend our partnership with Glossier, which has demonstrated a strong dedication to the league and WNBA players,” commented WNBA Commissioner Cathy Engelbert. “This collaboration between two influential brands underscores the significance of visibility and empowerment, emphasizing the importance of supporting the multi-faceted athletes of the WNBA.”
The relationship between Glossier and the WNBA began four years ago to celebrate the extension of Glossier’s Body Hero line. The campaign debuted during the 2020 WNBA Bubble season, featuring WNBA legend Sue Bird and other players. Since then, Glossier has continued to showcase a variety of the league’s diverse and self-expressive athletes in national promotions and campaigns. Most recently, the Stretch Complexion campaign highlighted players such as Izzy Harrison of the Chicago Sky, Diamond Miller and Natalie Achonwa of the Minnesota Lynx, Stephanie Soares of the Dallas Wings, and Ariel Atkins of the Washington Mystics. Furthermore, the partnership has evolved to include courtside signage, content collaborations, product gifting to players, and influencer events at games.
