e.l.f. Cosmetics is backing race car driver Katherine Legge as she attempts one of motorsport’s rarest feats: “The Double,” racing the Indianapolis 500 and Coca Cola 600 on the same day, May 24, 2026. If successful, Legge will become the first woman ever to attempt the 1,100 mile challenge across two disciplines and e.l.f. is turning the effort into a full scale, on and off track activation under the banner eyes.lips.fuel.
Katherine Legge’s history making Double
On Sunday, May 24, Katherine Legge will start the day at the Indy 500 in Indianapolis and then fly to Charlotte Motor Speedway to race the Coca Cola 600 later that evening. “The Double” demands that drivers adapt in a single day from an IndyCar open wheel race to a NASCAR Cup Series stock car race, covering a combined 1,100 miles with entirely different vehicles, speeds and physical demands.
Only five drivers in history have ever attempted the Double and just one Tony Stewart has successfully completed all 1,100 miles. Legge will be the first woman to take on the challenge, adding a new chapter to her own career and to motorsport history. She’ll drive for A.J. Foyt Racing at Indy, then for Live Fast Motorsports at Charlotte with e.l.f. as primary sponsor in both races.
Why e.l.f. is on the car and in the fan zone
This is the fourth year of partnership between e.l.f. and Legge, built on what the brand calls a shared belief that “when women are given access to spaces traditionally closed to them, anything is e.l.f.ing possible.” The company points to stark statistics behind its motorsports push:
- Women receive just 1%**
of all sport sponsorships.
- Women account for only 4%**
of drivers on tracks.
- Women are 2x**
more likely to feel forced out of racing within five years.
“At e.l.f., we believe culture moves forward when more women are given the opportunity to own their stories, break barriers and redefine what is possible,” said Patrick O’Keefe, Chief Integrated Marketing Officer, e.l.f. Beauty. He called Legge’s Double attempt “a reflection of what empowering.legendary.females. looks like in action backing women who push boundaries and inspire the next generation to dream even bigger.”
Legge added that very few drivers ever get the chance to try the Double, and that for her the challenge is about “pushing through perceived limits, betting on yourse.l.f., taking risks and trying to do something unique,” thanking e.l.f. for believing in what the moment represents.
eyes.lips.fuel.: bringing fans into the story
To turn the Double into a fan experience, e.l.f. is rolling out eyes.lips.fuel., an activation inspired by its Glow Reviver Lip Oil Stick. At both the Indy 500 Fan Zone and the Coca Cola 600 Fan Zone, the brand will create immersive spaces where fans can:
- Explore a storytelling wall chronicling Legge’s barrier breaking career and path to the Double.
- Send Legge well wishes before she heads to the grid.
- Race through e.l.f. UP! on Roblox, driving vehicles inspired by her two race cars.
- Bedazzle limited edition e.l.f. merch, turning race day into a beauty and creativity moment.
- Pick up complimentary e.l.f. SKIN SPF, ensuring “every eye, lip and face in the crowd” is protected.
At the Indy 500, the brand’s earlier eyes.lips.fuel. takeover also includes a “Kiss the Bricks” wall where fans can participate in the Speedway’s iconic tradition and send messages to Legge.
Digital extensions: Snap, Roblox and Twitch
For fans not at the track, e.l.f. is “democratizing access” to the Double weekend with a slate of immersive digital experiences.
- On Snapchat, three custom Lenses will launch: two gamified racing experiences inspired by Legge’s IndyCar and NASCAR liveries, and an interactive Lens that lets fans virtually try on her fire suit.
- Inside e.l.f. UP! on Roblox, players can race vehicles modeled on Legge’s Double attempt, while Glow Up!, the brand’s social beauty space, will debut a new aspirational race car driver character inspired by her story.
- On Twitch, the elfyou channel will host IRL livestreams from Indianapolis and Charlotte, giving the community real time access to both race days from the paddock and Fan Zones.
These touchpoints extend e.l.f.’s broader sports strategy, which already supports Billie Jean King, Kendall Coyne Schofield, Ally Sentnor, Jaedyn Shaw, Jess Carter, Lo’eau LaBonta and Flau’jae Johnson across tennis, hockey, football and basketball.
Why this matters for women in motorsports
Women remain underrepresented at every level of racing: only about 1.5% of licensed drivers globally are women, and structural barriers around sponsorship and early access still shape who reaches the top tiers. By serving as primary sponsor for a woman attempting one of motorsport’s toughest double headers, e.l.f. is betting that visibility plus access can help shift those numbers over time.
Indy 500 coverage will begin at 10 a.m. EDT on FOX on May 24, followed by the Coca Cola 600 that evening on Amazon Prime Video, giving millions of viewers a front row seat to Legge’s historic run and to the bright e.l.f. branding that helped put her on both grids.
