Sports-beauty partnerships still in early stages

The growing connection between sports and beauty is still developing, even as brands and athletes show increasing interest. At a recent industry gathering in Manhattan, speakers such as WNBA player Hailey van Lith and Jenna Smith, the founder of sports marketing firm Tantamount Sports Group, stressed that this collaboration has considerable potential for further development.

Retailers like Sephora and Ulta have already started working with athletes and attending major sports events, yet the field remains largely unexplored. Smith acknowledged that while progress is being made, the industry is still in its early phase. She said there is still so much more to explore in this space. “There have been brands like Sephora and Glossier making their mark,” she said. “Definitely at the league level, we are seeing a lot of momentum. But is the space mature yet? No, it’s just getting started.” Smith also highlighted opportunities in product categories like sunscreen, which aligns naturally with outdoor sports but has received far less attention than other beauty segments.

Courtney Kelly, founder of the tennis-focused beauty brand Courting, shared similar observations. Her company has gained influence among social media creators, but she believes there is room for more extensive partnerships, particularly in sunscreen—a category she called “largely overlooked.” While wellness has long dominated sports branding, beauty is now gaining traction, she noted.

A notable change in this partnership trend involves how athletes interact with brands and their audiences. Dianne Garcia, a stylist who has worked with both musicians and athletes, pointed out that brands previously treated athletes as secondary figures in sponsorship deals. Now, athletes are taking a more direct role in shaping these collaborations, similar to how musicians engage in their own projects. “A lot of brands used to think athletes just came to play their sport, and you just give them a look, and they do what you tell them to do,” Garcia said. “But now you’re seeing a lot more collaboration. The athletes are taking a bigger role in shaping the collaboration.”

Van Lith, who has collaborated with brands including Coach and Batiste, explained how athletes’ online presence now extends beyond sports. Her followers interact with content covering lifestyle, wellness, and beauty, opening new possibilities for brand partnerships. “The fans eat up the personal life content,” she said. “They want to know what you’re doing from the minute you wake up to the minute you go to bed. I love that they want to know more, and I’ve had a lot of positive interactions.” She also noted that, as female athletes, they often get criticized for more than their performance.

Despite advancements from companies like Sephora and Ulta, the sports-beauty crossover still has gaps. Sunscreen, for example, presents a clear opportunity for athletes in sun-exposed sports but remains underdeveloped. The industry’s advancement depends on brands recognizing these opportunities and athletes taking greater creative control in their collaborations.

Garcia observed that the most effective partnerships now involve athletes co-creating campaigns with brands. This approach not only strengthens fan engagement but also allows athletes to showcase their personal style beyond their athletic achievements.