🏀 How brands are scoring big with women’s basketball

Latest marketing news & updates:

• X previews coming improvements to ad analytics.

• TikTok publishes new back to school marketing guide.

• TikTok launches new support program for beauty creators.

• The White House announces its first creator economy conference.

• Shopify is betting on its Shop Cash rewards to grow app sales.

☕️ Read this: 21 advertising interns to know this summer.

👀 Watch this: Toys R Us creates first brand film to use OpenAI’s text-to-video tool.

Pivot: How celebrities are changing their brands' game

Adapting to a crowded market: Celebrity-founded brands are pivoting and rebranding to stay relevant. From skincare to spirits, stars like Naomi Osaka and Thor’s Skyr are evolving their strategies to connect with today’s consumers.

• Kinlò: Naomi Osaka’s Kinlò, launched in 2021 for melanin-rich skin, is set for a 2025 relaunch with new products and packaging. This highlights the need to adapt to shifting market demands.

• Thor’s Skyr: Thor’s Skyr, co-founded by Terry Crews and Dylan Sprouse, is shifting from grocery stores to skyr bars. With locations opening in Phoenix and Los Angeles, they aim to bring Icelandic healthy food culture to the U.S.

• Stripes: Naomi Watts' beauty brand, is under new ownership and expanding on Amazon and QVC. This pivot shows how brands must adapt to survive.

• The challenge of rebranding: Rebranding involves reshaping a brand’s identity, as seen with Kinlò’s upcoming relaunch. Handling customer confusion and maintaining momentum are significant challenges.

Success stories: Haus Labs

Lady Gaga’s Haus Labs successfully rebranded, moving from an online-only presence to Sephora, emphasizing the importance of strategic pivots.

Investor sentiment and future trends: Investor interest in celebrity brands is cooling, with many struggling to secure funding. However, the market remains open for innovative strategies and successful pivots.

Adapt to thrive: For DTC and e-commerce brand marketers, adaptability is crucial. Celebrity brands must evolve to stay relevant, with the ability to pivot and rebrand determining their success.

^{A special note from our partner Mediaocean}

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How brands are scoring big with women’s basketball

Beauty and wellness brands are tapping into the WNBA's growing popularity. The Honey Pot Company has product displays in the Atlanta Dream’s locker room and courtside signage. Urban Decay partners with the Los Angeles Sparks, offering player makeovers and hosting events like Pride Night.

Big names making moves: Milani Cosmetics features New York Liberty’s Sabrina Ionescu in its new campaign. Glossier continues its partnership, showcasing athletes in ads and gifting products.

Rising viewership, rising partnerships: Increased viewership and engagement are attracting more brands. The WNBA’s opening game set records, and Google searches for “WNBA” spiked over 1,500% from 2022 to 2024. Brands leverage these partnerships to reach new audiences.

Durability showcased: Skincare and makeup brands benefit from showcasing product durability under intense conditions. Milani and Urban Decay highlight their products’ endurance through athlete partnerships.

Community and retail engagement: The Honey Pot engages fans at Atlanta Dream games and directs traffic to Walmart.com. Urban Decay boosts in-stadium signage and connects with fans directly.

Strategic wins: Brands measure impact through innovative strategies, like inviting Sephora buyers to Sparks games. Social media campaigns featuring athletes are also gaining traction.

Expanding partnerships: Beyond the WNBA, brands explore college athlete partnerships through NIL deals, broadening their reach.

Creating cultural impact: Krishna Subramanian of Captiv8 notes the value of WNBA partnerships: “Brands can create cultural impact by connecting with consumers through athletes.” As WNBA interest grows, more brands are poised to join the game.