WNBA, FACIALS, AND A GIVEAWAY🏀
FREE LETTER FOR OUR BIG GIVEAWAY!
This week, PEOPLE BRANDS AND THINGS is proud to team up with Glowbar, The Official Facial Studio of the New York Liberty. In honor of this historic partnership, and our interview with CEO Rachel Liverman, Glowbar is generously giving away a 1-YEAR MEMBERSHIP to a lucky winner. This could be you! To enter, visit our Instagram and follow the instructions outlined in the post. Good luck, and thank you team Glowbar!
Without a doubt, the hottest league in sports right now is the WNBA. Whether or not you identify as a fan of the WNBA, or basketball in general, there’s a good chance you’ve been hooked by videos of Caitlin Clark and Angel Reese on your FYP or by news coverage of the most recent draft, that made many of us feel like we were rooting for our close friends or peers.
On the surface, it might seem like the WNBA’s infiltration into mainstream culture happened overnight. We won’t dwell on the overdue recognition of women's sports in 2024 (you already know our thoughts), but this seemingly sudden surge in attention does raise an important question: why now?
The truth is that our fascination with the league isn’t solely driven by social media algorithms or the result of sheer happenstance. In large part, it’s due to the players and teams that have individually and collectively engaged in partnerships with brands beyond the world of sports, allowing them to broaden their identities and expand their presence into various industries beyond athletics. This move, highly strategic in nature, has propelled the WNBA as a whole into the broader cultural spotlight.
Let's start by looking at the individual players who have captivated the world, especially the WNBA rookies making their professional debuts. These players have garnered attention not only for their incredible talent but also for their influence in the fashion industry:
If you had no context on the event or the people walking the carpet, the WNBA draft might as well have been the Grammys or VMAs, given the fashion statements made by the players. In fact, the outfits received as much attention as the selection results, as evidenced by the headlines below:
Vogue: The Best Fashion Moments From the 2024 WNBA Draft
The New York Times: Caitlyn Clark and the Best-Dressed at the W.N.B.A. Draft
Harper’s BAZAAR: Women’s Basketball is on Fire—and So Are the Looks
The women on the red carpet weren't just dressed by anyone; they intentionally partnered with the most esteemed fashion houses for their big nights. This wasn't merely a significant event for them, but a historic moment for the league. Caitlyn Clark exemplified this by not only being the first pick in the draft but also becoming the first-ever WNBA or NBA player to be dressed by Prada for a draft. This move positioned her as both an athlete and a style icon.
These women have transcended the sport, cementing their place in pop culture. This was evident in SKIMS' recent campaign, which will definitely be remembered as one of the most impactful in the brand's history. Ahead of the WNBA season, SKIMS enlisted all-star players, including Cameron Brink, Candace Parker, and Skylar Diggins-Smith, to star in their new “Fits Everybody” campaign. It was the epitome of what SKIMS does so well—cementing itself as a culturally relevant brand by choosing themes and talent that reflect current conversations and interests.
Khloé Kardashian followed her sister’s lead with Good American’s recent campaign, casting Angel Reese as the face of their new extended inseam sizing for taller women. In addition to this campaign, Reeses made her Met Gala debut this year, getting ready on a private jet after wrapping up practice in Chicago earlier that day. During a recent ESPN interview, she commented on her growing spotlight and the high-profile attendees at upcoming games: "The who's who are going to be courtside. I was at the Met Gala, and Usher's going to try to come up to a game in Vegas and Cardi B. I know some people that y'all might not think I know."
Beyond individual players and the fashion industry, the WNBA as a whole has formed partnerships with beauty brands to ensure their players feel beautiful on and off the court. Glossier lead the pack, becoming the league’s official partner in mid-2023, with other brands following shortly after:
The draft was a prime example of these partnerships in full swing. Before their red carpet moments, Glossier provided the glam for many of the rookies. Wyn Beauty, Serena Williams’ new brand, did the same, doing the makeup for Alissa Pili, the Minnesota Lynx's first-round pick.
In recent weeks, news has surfaced about individual teams forging their own partnerships with beauty brands, each offering unique perks and benefits. As we previously covered, Urban Decay and the Los Angeles Sparks have renewed their sponsorship deal for a second consecutive season. They’re also launching their “Where Beauty Meets Game” campaign, which includes taking over the arrivals tunnel, allowing players to showcase their personal style.
For other teams, beauty partnerships offer another opportunity to embrace the wellness category. Recently, Glowbar, the 30-minute expert facial studio, announced their title as “The Official Facial Studio of the New York Liberty” along with the opening of their new Prospect Heights location next to Barclays Center:
The opening of Glowbar's new location marks their 12th studio since their launch in 2019, an incredibly impressive number for such a young brand. This new Prospect Heights studio is their third location in Brooklyn and is conveniently located next to the Barclays Center, the home arena of the New York Liberty team. The perfect location for an even more perfect partnership!
Unlike many other NBA teams, or male sports franchises in general, the New York Liberty is dedicated to providing their players with comprehensive wellness benefits, including skin care. This commitment to holistic player benefits is shared by Glowbar, a brad that deeply understands the importance of self-care integrated into a busy schedule, a concept they have termed 'wellcare.'
We had the immense honor of speaking with Glowbar’s Founder and CEO, Rachel Liverman, who shared insights about this historic partnership and the decision to sponsor the New York Liberty. Rachel elaborated on the concept of 'wellcare'—its meaning, origins, and what the future holds for Glowbar. As we mentioned earlier, the Glowbar team generously offered a 1-YEAR MEMBERSHIP for a giveaway now LIVE on our page. Without further ado, here’s everything Rachel shared with us:
PEOPLE BRANDS AND THINGS: Why partner with a basketball team and why the New York Liberty specifically?
Rachel Liverman: Whenever we open new studios, we always aim to connect with the local community. Our Prospect Heights location is right next to the Barclays Center, a well-known pillar of Downtown Brooklyn and home to the New York Liberty. The partnership with Liberty allows us to support and empower these women both on and off the court, which aligns so well with our mission: to help people feel confident in their skin. On top of that, there’s never been a more exciting time for women’s sports so for Glowbar to be partnering with such an iconic team is a dream come true.
PEOPLE BRANDS AND THINGS: Can you elaborate on this partnership? What benefits are you offering to the team?
RL: We are providing all players and staff with six-month memberships to Glowbar, which includes one facial per month. They have the flexibility to schedule their treatments at their convenience, whether it's on a recovery day or post-training. Glowbar is on a mission for skincare to be seen as part of a healthy maintenance routine, and we share the belief with the Liberty team that when the players feel their best, they perform their best.
PEOPLE BRANDS AND THINGS: Talk to us about the term “wellcare” - what does it mean and where did it come from?
RL: I've always described Glowbar's place within the beauty market as part of a holistic approach to wellness. Routine skincare has historically not been accessible to the masses — the whole reason I started Glowbar! But even beyond that, I built Glowbar’s studio experience to deliver the expertise and efficiency expected from health services, so we really are defining an entire new category, which I have coined “wellcare.” It's all about offering a convenient, yet informed, path to feeling your best!
PEOPLE BRANDS AND THINGS: Will Glowbar be expanding its investment in sports partnerships, or is this the primary focus for now?
RL: This is a sector that has a lot of synergy with Glowbar — when we think of our brand pillars of fast, efficient, results-driven, all of that applies to sports and building confidence on and off the court — so we are definitely exploring more opportunities as we expand our presence!
Want to submit a pitch? Email (or DM) us: peoplebrandsandthings@gmail.com.