Glossier announced renewing and expanding its partnership with the Women's National Basketball Association (WNBA). This alliance began in 2020 and is driven by mutual goals of defying conventional narratives and upholding shared core principles.
In its role as an Official Beauty Partner, the brand will bring more Glossier to more WNBA athletes and fans by activating at tentpole events and launching WNBA-themed content amplifying players' voices and stories. Part of this collaboration includes creating unique content that showcases the lives and experiences of the players, intended to be widely shared and accessible through various WNBA media channels.
"Glossier celebrates beauty in real life and our partnership with the WNBA embodies that philosophy," said Kyle Leahy, CEO of Glossier. "While we were the league's first beauty partner, we're thrilled to see athletes take up more space in beauty. Glossier and the W share a similar spirit, aiming to disrupt the status quo and fueled by a shared passion for what we believe in: our values. I'm excited about the future of our partnership and continuing to lend our platform to these incredible athletes."
The WNBA, based in New York City, was created by the NBA Board of Governors to serve as the female equivalent of the NBA. Founded in 1997 with eight teams, it has since evolved to feature 12 teams. The league's initiatives are aimed at improving life quality, especially by inspiring young people and families while advancing health, wellness, and education.
“We’re thrilled to extend our partnership with Glossier, which has continued to show a strong commitment to the league and WNBA players,” said WNBA Commissioner Cathy Engelbert. “This collaboration between powerful brands demonstrates that visibility and empowerment matter, and that there has never been a better time to support the multidimensional athletes of the WNBA.”
One of the joint efforts from this partnership is the release of Glossier's Stretch Fluid Foundation, symbolizing the types of innovative products the collaboration has fostered. Glossier's adept use of marketing tactics plays a significant role in appealing to the millennial and Gen Z markets, mainly through calculated social media engagement that nurtures a dedicated community.
Despite undergoing some internal restructuring and facing market challenges in the past year, which included staff reductions and a leadership change, Glossier has displayed resilience. With an employee base of around 450 individuals, a dozen stores, and a selection of well-received products, the renewed affiliation with the WNBA highlights the brand's commitment to supporting the intersection of athletics and beauty for women.
