Urban Decay has named Los Angeles Sparks basketball player Cameron Brink its brand ambassador.
The number-two Women's National Basketball Association (WNBA) draft pick has signed a multi-year partnership with the L’Oréal-owned make-up brand.
Brink will promote Urban Decay’s 24/7 Glide-On Eye Pencil and All Nighter Setting Spray, and front a new product that is currently in development.
Stéphanie Binette, GM of Urban Decay, said Brink was chosen because she embodies the brand’s “core values of creativity, inclusivity and originality”.
“Together, we aim to ignite confidence and celebrate the beauty of individuality – empowering our community to embrace their uniqueness and express themselves boldly, both on and off the court,” Binette added.
Urban Decay has been a sponsor of WNBA team Los Angeles Sparks for two consecutive seasons.
Brink said partnering with the make-up brand is “incredibly important” because “it represents more than just beauty – it is about investing in authenticity”.
She added: “Their commitment to individuality and originality aligns perfectly with my values, inspiring consumers to embrace their uniqueness.
“This partnership is all about encouraging everyone to find their own voice and express it boldly."
Beauty brands have been harnessing the cultural power of beauty-sport partnerships this year.
Glossier extended its marketing partnership with the WNBA, while Sephora was named the official sponsor of the Torch Relay at the Paris 2024 Olympic and Paralympic games.
Hair care brand K18 has also hired Olympic gymnast Simone Biles as its ambassador.
L’Oréal Paris even landed Matildas and Manchester City footballer Mary Fowler as its first female athlete ambassador, while supplement brand Nutriburst hired England Lioness Mary Earps.