Glossier has secured a significant long-term agreement to become the inaugural beauty partner of the USA women’s basketball teams ahead of this summer’s Olympic and Paralympic Games in Paris, as reported by The Business of Fashion.
This move marks Glossier’s second venture into women’s basketball, following its pioneering role as the first beauty partner of the WNBA in 2020, a partnership recently extended in March.
Under this new partnership, Glossier will have its products showcased by prominent figures in American basketball, including stars like Brittney Griner, Breanna Stewart, Kelsey Plum, and Sabrina Ionescu, who will be competing in the Olympics. Glossier will provide its products to the USA Basketball players for their chartered flight from the WNBA All-Star weekend in Phoenix, AZ, to Europe for the Games later this month. The partnership will also encompass social media campaigns, out-of-home advertising initiatives, and upcoming activations, including at a Team USA exhibition game scheduled in London on July 23. Additionally, Glossier will handle the players’ makeup needs for high-profile events such as the opening ceremony on July 26.
This collaboration comes at a time when US women’s basketball is experiencing unprecedented global popularity, fueled by a roster of both rookie sensations and seasoned WNBA stars who are gaining immense recognition and commercial interest, both for their athletic prowess and off-court style.
Kyle Leahy, Glossier’s CEO, emphasized the evolving landscape where sports and beauty intersect, debunking longstanding myths. Reflecting on Glossier’s initial WNBA partnership four years ago, Leahy highlighted the shifting industry dynamics, noting that Glossier now receives interest from various sports organizations.
Initially approached by USA Basketball for an Olympic partnership following their WNBA collaboration, Glossier opted to focus exclusively on the women’s team, recognizing the significant impact they could make in this space. Leahy underscored Glossier’s existing relationships with these players through their ongoing WNBA partnership, further cementing the brand’s commitment to supporting women athletes.
Overall, Glossier’s entry into this realm signifies a progressive step forward, reinforcing the alignment between sports, beauty, and female empowerment in today’s cultural landscape.
