The Indicator | May 23rd, 2025

The WNBA kicked off its new season last week with beauty brands lining up to gain access to the league’s growing cohort of fans. Fenty’s sponsorship of the New York Liberty, was announced earlier this month and kicked off on Saturday’s home game opener with several activations including a “Gloss Bomb glam cam” where fans show off their beauty look. The NY Liberty has also received sponsorships from L’Oréal-owned brands Essie nail polish and NYX color cosmetics. One of the biggest deals is Sephora’s sponsorship of the league’s newest team, San Francisco’s Golden State Valkyries, who will now play at the newly-renamed “Sephora Performance Center” in Oakland. (Glossy) 

Meanwhile, Actress Chloë Grace Moretz and pop star Rina Sawayama have introduced Godmode, a gaming-inspired cosmetics brand. The label, which launches in early June with a gamified first drop, seeks to tap into the growing female gamer demographic through immersive storytelling, augmented reality avatars and collaborations. (Business of Fashion) 

David’s Bridal, seeking to lift its image and widen its appeal to a higher-income audience, has launched a new retail format called Diamonds & Pearls. This is a boutique concept, with a curated and tech-enhanced experience blending affordable luxury and couture with a refined, elevated environment. (WWD) 

Urban Outfitters continues to hone a focus on experiential marketing with a back-to-school campaign appealing to Gen Z consumers at different stages of the college cycle, whether they be returning to campus in the fall or moving out post-graduation. The omnichannel push features gamified elements as well as partnerships that aim to entertain and make big life transitions easier.“UO Haul” commenced May 19 with a Manhattan scavenger hunt that led participants to a fleet of glass-walled trucks themed around dorm room aesthetics. (Retail Dive)

Nike will resume selling its products directly to Amazon in the U.S. for the first time since 2019. The sneaker giant stopped selling its goods wholesale on Amazon six years ago as part of a push to distribute more directly to customers and have greater control over the shopping experience. (CNBC)