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The Phoenix Mercury has partnered with K-beauty label Laneige as its official skincare partner, The Business of Fashion has revealed.
For Laneige, this deal comes at a perfect time as the league has seen a surge in TV viewership, stadium attendance, and commercial interest since the season started in May.
The partnership will kick off at the WNBA All-Star Weekend in Phoenix on July 18 with various consumer activities and VIP gifting. The Mercury boasts top players like Diana Taurasi and Brittney Griner.
Laneige hopes that associating with the team during this heightened interest in women’s basketball will increase sales among consumers in Phoenix and the surrounding area, which it sees as an untapped market.
Julien Bouzitat, the general manager of parent company Amorepacific’s US business, said, “This will be our first time stepping into Arizona and interacting with a brand new audience and market. We’re especially excited to be tapping into their huge sports community during one of the biggest events in women’s sports this year.”
Learn More:
How the WNBA Tunnel Walk Became a Fashion Marketing Gold Mine
Superstar rookies-turned-pre-game models like Angel Reese and Cameron Brink have transformed the league’s tunnel walk into the hottest runway in town, with brands like Balmain, Prada, and Versace vying to capitalize on its newfound fashion appeal.
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