Orly announces first-ever multiyear partnership with the WNBA LA Sparks
Los Angeles nail brand Orly has signed a multi-year partnership with the WNBA_s LA Sparks_ marking the first-ever nail partner for the team.
Coinciding with Orly_s 50th anniversary_ the launch of the three-year partnership sees Orly working with the Los Angeles women_s basketball team to create and debut customer nail looks for each player. Offering exclusive behind-the-scenes content through the _Orly Nail Check_ Cam_ the partnership offers a more personal and new perspective on the work and glam the players go through.
“For 50 years_ Orly has championed individuality_ creativity_ and innovation_ providing nail color and care you can trust to inspire your true self_” said Tal Pink_ VP of Business Development at Orly_ in a statement. “There_s no better way to honor that legacy – and our LA roots – than by partnering with the LA Sparks to celebrate the brilliance of women in sports.”
In addition_ Orly will also be offering a limited-edition _Game Day Glam_ kit that features three shades inspired by the LA Sparks_ along with a top coat_ Nail Defense base coat_ and cuticle oil online.
“Partnering with Orly is a perfect match for the Sparks – two iconic Los Angeles brands that have been inspiring confidence_ creativity_ and excellence for decades_” said Christine Monjer_ President of the Los Angeles Sparks_ in a statement. “As the WNBA continues to shape culture on and off the court_ we_re proud to align with a company that shares our commitment to empowering fans and celebrating individuality. We_re excited to bring this unique partnership to life for our fans in LA and beyond.”
The partnership's launch comes during a record-breaking year for women_s sports viewership and further positions Orly within the cross-section of beauty_ sports_ and female empowerment. It is one of the many activations that the nail brand has planned throughout the year for its 50th anniversary.
In recent years_ beauty brands have increasingly partnered with women_s sports teams and athletes to facilitate deeper connections with female consumers_ build brand loyalty_ and promote positive self-image. Many of these partnerships are seen as a way for beauty brands to tap into the growing popularity and passionate fan base of women_s sports while aligning with values of empowerment and authenticity.
Other recent beauty brand and women_s sports partnerships include Elf Cosmetics with the National Women_s Soccer League (NWSL)_ Charlotte Tilbury and the all-female Formula 1 Academy series_ and Glossier with the USA Basketball Women_s National Team.