Partnership Seeks to Empower Diversity and Athleticism On and Off the Court
Urban Decay and the Los Angeles Sparks Announce Renewed Sponsorship for the 2024 WNBA Season: Partnership Seeks to Empower Diversity and Athleticism On and Off the Court
Urban Decay, the high-performance color cosmetics company renowned for challenging traditional beauty standards, and the Los Angeles Sparks, one of the WNBA’s pioneering franchises, are excited to announce the renewal of their sponsorship deal for the 2024 season. This marks the second consecutive year of their dynamic partnership, which continues to champion individuality, diversity, and athleticism.
Founded in 1996, Urban Decay has been a trailblazer in the cosmetics industry, offering products that emphasize reinvention over perfection and promote kindness over cruelty. The brand’s ethos—embracing individuality and redefining beauty—aligns seamlessly with the values of the Los Angeles Sparks. Similarly established in 1996, the Sparks have a storied history, with three WNBA Championships and a commitment to showcasing the best female athletes from around the world.
The partnership between Urban Decay and the Sparks is more than just a sponsorship; it is a celebration of the fusion of beauty and basketball. The “Where Beauty Meets Game” campaign, a central element of this collaboration, takes over the player arrivals tunnel at the Crypto.com Arena. Designed by Christine Galeener and Channing Curtis, the tunnel art highlights the synergy between physical prowess and style, embodying the spirit of every Sparks player.
Urban Decay’s involvement with the Sparks extends beyond the visual aesthetics of the game. On Media Day, Sparks players Rae Burrell, Cameron Brink, and Lexi Brown were glammed up by Urban Decay, capturing the perfect blend of athleticism and beauty. These moments, captured by photographers Diandra Miller and Will Navarro, have already garnered significant media attention, reflecting the success of the previous season’s collaboration, which achieved over 28 million impressions across social and press outlets.
Urban Decay is committed to supporting women’s sports and empowerment, a dedication evident in their role as the official makeup sponsor of the Sparks. This season, fans can look forward to special events such as Pride Night, Fan Appreciation Night, and the Sparks Player for a Day program. These initiatives are designed to celebrate diversity and inclusivity, key values shared by both Urban Decay and the Sparks.
Arnaud Kerviche, VP of Marketing at Urban Decay, expressed the brand’s enthusiasm for the renewed partnership, stating, “The WNBA is experiencing a pivotal time in American culture, where women’s sports are increasingly valued, celebrated, and empowered. Our sponsorship is part of Urban Decay’s overarching program, ‘Moments That Move Us,’ which dedicates resources to community programming that inspires change and fosters connection. We are honored to be part of this movement and celebrate such talented, inspiring female athletes.”
Christine Monjer, President of the Sparks, echoed this sentiment, saying, “We are delighted to extend our partnership with Urban Decay for another season. Their commitment to championing women aligns perfectly with our mission as a team. With Urban Decay’s support, we aim to elevate the WNBA experience for our fans while inspiring the next generation of athletes and makeup enthusiasts.”
The renewed sponsorship between Urban Decay and the Los Angeles Sparks is a powerful symbol of the ongoing synergy between sports and beauty, emphasizing the importance of diversity, inclusivity, and self-expression. For more information on Urban Decay, please visit www.urbandecay.com.
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