Athletes and Beauty Brand Partnerships — Proper Steps Will Ensure a Win-Win Relationship

The 2024 Met Gala embodied the pinnacle of haute couture fashion and beauty trends, coupled with star-studded fame. One trend that was more evident than ever was the rise of the female sports star as a luxury beauty and fashion brand icon. From legendary tennis player Serena Williams to Chicago Sky rookie Angel Reese in the WNBA, female athletes swapped jerseys for jewelry as they took to the red carpet. The beauty industry is now taking note by increasingly partnering with female athletes to increase brand engagement and awareness.

The timing could not be better. The upcoming 2024 Paris Olympics, coupled with the unprecedented viewership of the women’s NCAA basketball championship, brings a slew of opportunities for female athletes to take center stage and increases the potential for all parties to capitalize by tapping into enormous cross-industry markets. 

In this Sports Business Journal article written by Arash Khalili, co-chair of Loeb & Loeb; Melanie Howard, chair of the firm’s Intellectual Property Protection and Luxury Brands practices and deputy chair of the Advanced Media & Technology department; and Regulatory partner Kristen Klesh, the authors discuss the growing trend of female athletes entering the luxury beauty and fashion space. They explore the opportunities and challenges associated with endorsements, particularly in relation to FDA and FTC regulations and intellectual property rights. The writers emphasize that strategic partnerships can yield significant benefits if legal considerations are carefully managed.

To read the full article, please visit Sports Business Journal’s website (subscription may be required).