The New York Liberty athletes will now wear Fenty Beauty

With female athletes seeing themselves as brands both on and off the court, beauty brands can be an attractive partner as they look to expand their image beyond sports.

Female athletes can offer a crucial avenue to beauty brands seeking to expand their scope to intangible values like wellness and inclusivity, especially as many brands have oversatur... See more

Indeed, for fashion, sports stars are the new superstars. Brands are increasingly seeing the value of athletes, who are following the influencer playbook and building large networks around their fame.