This article originally appeared on Decked Out Magazine.
In May 2025, an unprecedented alliance emerged between the WNBA, Fenty Beauty, and Fenty Skin, seamlessly merging the realms of athletics and luxury cosmetics.
This pivotal announcement marked Rihanna’s brands’ inaugural foray into collaboration with a professional sports franchise through its partnership with the New York Liberty.
According to Vogue Business, this agreement encompasses the display of the Fenty Beauty logo on the team’s official pre-game warm-up jackets, as well as shooting shirts, complemented by immersive in-arena activations offering exclusive merchandise.
“New York City exudes an energy and spirit unparalleled anywhere else. The women of the New York Liberty embody beauty, power, and resilience; thus, having Fenty Beauty and Fenty Skin as part of their journey this season is astounding,” Rihanna remarked at the announcement, adding, “We’re thrilled to collaborate with them to help amplify their game faces.”
This partnership transcends mere branding; it is a holistic endeavor designed to captivate not only the players but also the enthusiastic “Sea of Liberty” supporters at Barclays Center. Herein lies the essential components.
The Details
@desii520_ Replying to @Bran-Dayyyy Short Answer: It’s the regular one #WNBA#NYLiberty#FentyBeauty#Lipgloss @nyliberty @Fenty Beauty ♬ Touchin’ (Instrumental) – Honey Bxby
On-Court Branding: The Fenty Beauty and Fenty Skin logos have prominently adorned the Liberty’s official pre-game warm-up jackets and shooting shirts.
The “Gloss Bomb Cam”: Additionally, the gloss bomb cam has emerged as a beloved in-arena feature, accentuating fans’ beauty choices and transformations on the jumbotron during game breaks.
Exclusive Products: Fenty made headlines with the launch of a Liberty-branded Gloss Bomb, exclusively available at the team’s store within Barclays Center.
Mascot Moments: Notably, Ellie the Elephant has taken to social media to highlight her favorite “game day essentials” from the Fenty Skin and Hair collections.
Significance of the Partnership
The marketing ethos and values underpinning this partnership resonate significantly with both brands.
New York is where we inaugurated Fenty Beauty. Rihanna and our team harbor profound ties and affection for this city; consequently, the NY Liberty served as an ideal inaugural WNBA partner, stated Heather Fisher, CMO of Fenty Beauty, as reported by Vogue Business during the announcement.
Every initiative we undertake at Fenty Beauty and Fenty Skin not only embodies Rihanna’s mission of ‘Beauty for All,’ but it is also a reflection of her personal influences and connections.
The NY Liberty is are champion and a phenomenal team; their unparalleled exhibition of female beauty, power, and strength aligns perfectly with our brand.
Source link: Sportingnews.com.
