Glossier partners with the WNBA to support the community

Contrary to popular belief, beauty and sport work perfectly together. At least Glossier’s recent collaboration with the WNBA definitely proves that time. In collaboration with Project Backboard and the artist On Chainkua Reindorf, the iconic beauty brand, renovated the Tompkins Square Park basketball court in Brooklyn yesterday. Objective? To improve park safety and encourage future generations of kids to get outside and play basketball.

“I do these kinds of large-scale paintings of different strong women,” Reindorf tells ESSENCE. “It’s a project I’ve been working on for about 4 or five years. I mainly took these elements from the paintings and put them on a basketball court.

To bring all of it together, Reindorf was inspired by the influence of the WNBA; league of ladies making an impact. “The eye in the painting actually represents women reclaiming space and awakening self-confidence. I need them to feel that they’ve their place in the world.

CEO of Glossier, Kyle Leahy, believes renovation is an awesome way to connect with the community and have a good time the beauty around us. “This partnership shows that you can be beautiful no matter what,” says Leahy. “It also shows that you can still build a world full of beauty in everyday life.” In this case, a brand new basketball court can empower young girls and permit them to see a future in sports or beauty… and even each.

In addition to the renovation, we had a surprise visit from a Connecticut Sun player Brionna Jones, who served us tea as a part of her first collaboration with the Glossier brand. “I love this brand, everything it stands for: from women’s empowerment to the sporty crossover that they’re doing,” Jones says. “When I was growing up, there wasn’t much collaboration between athletes and the beauty world.” What’s more? The WNBA player is incredibly grateful to be a component of the initiative and may’t stop profiting from it A shinier you Perfume. “They smell really nice and very good.”

But this is not the first time Glossier has entered the world of sports. The brand has been working with the WNBA since the 2020 pandemic, when it lifted the spirits of players by sponsoring them. Cathy Engelbert, the WNBA commissioner, explains that this whole partnership began in the WNBA bubble. And that is smart. “WNBA players sit at the intersection of sports, culture, lifestyle, including beauty and fashion,” Engelbert says.

Leahy shares these sentiments and desires to change the way the world views beauty; inspiring joy, confidence and freedom in people of all ages. “For me, sports and what the WNBA does to inspire that level of confidence and strength is incredibly powerful.”