Orly announces first-ever multiyear partnership with the WNBA LA Sparks
loading...
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.