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Agenda-setting intelligence, analysis and advice for the global fashion community.

Beauty’s Opportunity in Women’s Sports

With the Paris Olympics on the horizon and viewership for women’s sports growing, the time is ripe for beauty brands to tap the power of female athletes.

The WNBA's Izzy Harrison, a player for the Chicago Sky, stars in a campaign for Glossier. — The WNBA's Izzy Harrison, a player for the Chicago Sky, stars in a campaign for Glossier. (Glossier)

By

Emily Jensen

22 May 2024

BoF PROFESSIONAL

After leaving the University of Kentucky to go pro in 2018, track star Sydney McLaughlin-Levrone signed with entertainment agency WME, which represents major celebrities like Jennifer Garner and Meghan Markle, in hopes of inking brand partnerships that went beyond the traditional athlete shoe deal.

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Further Reading

Why Women’s Basketball Stars Are Finally Getting Big Sneaker Deals

Nike’s upcoming launch with WNBA star A’ja Wilson is the latest in a wave of sponsorship and endorsement deals capitalising on the growing popularity of the sport.

It’s Time for Beauty and Fashion to Get Serious About Female Athletes

Viewership of women’s sports has steadily grown into a year-round affair, but most brands have been slow to capitalise on the segment’s biggest stars.

In This Article

Topics

Beauty

Organisations

Glossier

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Sport

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