Four Beauty Brands Harnessing the Power of Sports Fandom

The summer of 2024 isn’t just destined for the history books as another Olympic season; it’s set to be remembered as the summer when sports collaborated with fashion, luxury and lifestyle on an unprecedented scale. 

As highlighted in our macrotrend report, Game Changers: The Future of Sports Fandom, the popularity of sports is soaring like never before. With its appeal expanding to new demographics, platforms and geographies, the sector is undergoing a profound transformation to engage a broader and more diverse audience. 

Capitalising on the growing influence of athletes, fashion and luxury brands – such as Skims and Jacquemus – have been launching collaborations at a breakneck pace, as detailed in Five Fashion Activations Taking Olympic Gold. 

Now, beauty brands are catching up. Recognising the vast scale and reach of sports and athletes’ platforms, they are eagerly joining the movement. From launching products with some of the biggest names in sport to forging innovative partnerships, we explore the standout collaborations emerging from the intersection of beauty and sport. 

Wyn by Serena Williams 

In April 2024, tennis legend Serena Williams extended her legacy beyond the sport with the launch of Wyn Beauty. Inspired by her iconic on-court style – think leopard print skirts and bold colour palettes – the 10-piece collection is designed for movement, reflecting the dynamic lives of active consumers. 

From the Featuring You Hydrating Skin Tint with SPF 30, available in 36 shades, to vibrant lipsticks and pro-standard mascaras, the range champions inclusivity and performance. The tennis-inspired aesthetic extends to the packaging, which comes in tennis ball green, reinforcing the brand’s sporty DNA. 

 After six years in development, Wyn Beauty has introduced its unique blend of athleticism, empowerment and inclusivity. This beauty venture exemplifies how sports figures can authentically transcend their domains to create impactful brands, aligning with the growing interest in women’s sports among younger audiences. 

Freaks of Nature by Kelly Slater 

Surfing icon Kelly Slater, known for his scepticism of conventional sunscreen, ventured into personal care with the launch of Freaks of Nature in May 2024. Developed in collaboration with venture studio Squared Circles, the brand made its debut with a mineral sunscreen and moisturiser designed for high-performance athletes.  

Freaks of Nature’s flagship product, the Daily Defender Sunscreen SPF 30, combines non-nano zinc oxide with B-Silk – a vegan spider silk derived from biotechnology. This microbiome-friendly ingredient forms a biofilm that protects against environmental stressors, aligning with Slater’s demand for products that are both effective and eco-conscious.  

The brand’s market entry was bolstered by £2m ($2.5m, €2.4m) in oversubscribed funding from backers such as Discovery Land Co founder Michael Meldman and actor Jonah Hill. Industry veteran Julia Nimocks has joined as CEO, further strengthening the brand’s foundation. 

Freaks of Nature exemplifies how sports professionals can use their influence to create innovative products that cater for the needs of active lifestyles while championing sustainability. 

Isamaya and Nike 

Nike is redefining the intersection of sport and beauty through its collaboration with renowned make-up artist Isamaya Ffrench. Together, they have crafted two exclusive colourways of the Air Max Dn, showcasing Nike’s legacy in footwear innovation while celebrating bold, multi-textural design.  

Ffrench, celebrated for her transformative approach to beauty and design, drew inspiration from women athletes who seamlessly influence both sport and fashion. Her Air Max Dn creations embody a dynamic, graphic canvas, inviting athletes to express their individuality through personal style and beauty.  

Known for evolving perceptions of beauty and power, Ffrench’s work resonates with women who lead trends and inspire others. This collaboration merges her vision with Nike’s dedication to performance and innovation, delivering a sneaker that not only supports athleticism but also reflects the creativity and strength of its wearers. This partnership highlights how sportswear brands can partner with creatives to blur the boundaries between performance, fashion and beauty. 

Elf Cosmetics 

Elf Cosmetics, the cult beauty brand we dissect in our Brand Innovation Debrief: Elf Beauty, is entering the sports world with its playful new campaign, Eyes. Lips. Face. Fandom.  

 Unveiled during the Macy’s Thanksgiving Day Parade in November 2024, the campaign stars actors Joey King and Lucien Laviscount, humorously depicting a sports rivalry evolving into a light-hearted romance, with the brand’s Power Grip Primer product at its centre. 

‘Fandom is fuelled by an elfing amazing community,’ says Kory Marchisotto, Elf Beauty’s chief marketing officer. Known for disrupting beauty norms, the brand collaborated with 72andSunny Amsterdam to craft a message that transcends stereotypes, showing that beauty belongs to everyone – sports fans included. 

By blending sport and beauty with its signature humour and inclusivity, Elf Cosmetics demonstrates how brands can authentically engage with diverse audiences, embracing the passions that connect us all.