NYX Professional Makeup is getting sporty.
The cosmetics brand has signed on as a sponsor for WNBA championship contender New York Liberty as the Brooklyn-based team forges ahead in its record-breaking 32-8 season.
“We see a lot of passion from our consumers — particularly that Gen Z consumer — for the sports space, both on and off the court. We’re excited to expand the experience for our consumers but also interact with a new fan base,” said Yasmin Dastmalchi, general manager at NYX.
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As part of the sponsorship, NYX will host courtside giveaways of NYL x NYX glam kits, supply players with makeup, and look for ways to amplify shared values of empowerment and inclusivity.
“Promoting diversity and inclusivity is a message NYL has long been passionate about, and we stand by that same ethos,” said Dastmalchi, adding the partnership is “about giving visibility to women in sports, which is an area where we need to continue to fight for that inclusivity and that equality.”
Between the recent 50th anniversary of Billie Jean King’s “Battle of the Sexes” win; this summer’s FIFA Women’s World Cup, and the meteoric rise of Louisiana State University forward Angel Reese on TikTok, it’s a momentous time for women’s sports.
NYL, which has an opportunity now to capture its first title in franchise history, aims to continue the momentum this weekend when it faces off against the Las Vegas Aces in its first of three championship games.
“We want to put the athletes at the forefront of this [partnership], and in the future, you will likely see us engage in many different types of sports,” Dastmalchi said. “We’re listening to our consumers — they’re the central force in these decisions and the partnerships we’ll do in the future.”
In other recent beauty-sports news, Glossier reignited its partnership with the WNBA as the league’s exclusive beauty partner in August to commemorate the launch of its Stretch Fluid Foundation, and this month Babo Botanicals founder Kate Solomon introduced Athletic Cosmetic Company, aiming to offer athletes beauty products which cater to their lifestyle.