JuJu Watkins Stars in NYX Professional Makeup’s New Campaign
Georgia Wray Norsten — March 15, 2025 — Marketing
References: wwd
JuJu Watkins is redefining beauty and confidence in sports with her latest partnership. The USC basketball phenom is the face of NYX Professional Makeup’s newest campaign, celebrating individuality both on and off the court.
Watkins highlights the connection between self-expression and peak performance in this dynamic video campaign, proving that beauty belongs in sports. 'If I look good, I feel good -- so there’s a high chance I’m playing good,' she shares. The campaign features her go-to NYX products, including 'The Brow Glue' and 'Butter Gloss,' as she moves seamlessly from glam sessions to game-winning shots.
NYX’s deep investment in women’s sports, including sponsorships with the WNBA’s New York Liberty and Angel City FC, made this a perfect match. 'This partnership is one of my favorites because makeup isn’t usually connected with sports,' Watkins explains. 'It shows that women in athletics can tap into every part of who they are.'
Image Credit: NYX Professional Makeup
Watkins highlights the connection between self-expression and peak performance in this dynamic video campaign, proving that beauty belongs in sports. 'If I look good, I feel good -- so there’s a high chance I’m playing good,' she shares. The campaign features her go-to NYX products, including 'The Brow Glue' and 'Butter Gloss,' as she moves seamlessly from glam sessions to game-winning shots.
NYX’s deep investment in women’s sports, including sponsorships with the WNBA’s New York Liberty and Angel City FC, made this a perfect match. 'This partnership is one of my favorites because makeup isn’t usually connected with sports,' Watkins explains. 'It shows that women in athletics can tap into every part of who they are.'
Image Credit: NYX Professional Makeup
Trend Themes
1. Athleisure Beauty - The merging of sports and beauty products is creating a new category where cosmetics enhance athletic performance and expression.
2. Sports Star Influencers - High-profile athletes like JuJu Watkins are becoming prominent faces for beauty brands, shifting traditional endorsements and offering new avenues for brand representation.
3. Inclusive Beauty Marketing - Campaigns that emphasize the crossover between athleticism and self-expression are redefining how beauty brands market to diverse and active consumers.
Industry Implications
1. Sports Apparel - The collaboration of cosmetic brands and athletic teams presents opportunities to expand product lines tailored specifically for athletes.
2. Cosmetic Endorsements - Beauty brands are increasingly partnering with sports figures, opening up new demographics and diversifying traditional beauty advertising approaches.
3. Women's Sports - Increased partnerships with female athletes by makeup brands could drive growth in both industries, elevating the profile of women in sports.
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