The recent Supreme Court ruling to remove NCAA restrictions regarding student-athlete compensation has created a new era for college athletes. They are not expected to make huge amounts of money for schools and receive little or no in return. These changes were also exciting for brands, which now have an opportunity to sponsor NCAA athletes, as well as support future tastemakers and icons. And for cult-favorite skincare brand Starface, the choice to partner with college athletes was a no-brainer.
Starface, known for its Hydro-Star acne patches in bright yellow and cheerful packaging, was established in 2019. Its mission is to instill confidence and decrease stigma surrounding acne. Since the brand believed college athletes were ideal partners, it had been closely monitoring the Supreme Court case as well as the evolving narrative regarding NCAA compensation. Kara Brothers-Phillips is Starface’s SVP for Strategic Initiatives. She says, “As soon we heard the news, we gathered some of our favourite figures–people who we felt could really help our story and reflect our unique approach to the challenges faced young people today.” These partnerships feel like an extension of our brand since our core work is nurturing and empowering the best of our community. These athletes and, specifically, these women embody all that is good about us as a company: boldness, ambition, energy, and determination.
Starface’s sponsorship is more than a financial one. Many of the young ladies who sweat a lot are concerned about acne. “As a woman who competes in the NCAA, I often find myself feeling self-conscious about my skin, and as someone who spends majority of her time working out, it’s often not perfect,” says Iman Brown, a runner at the University of Oregon and one of Starface’s new student-athlete partners. The sad truth is we live in a society where people strive to be flawless. It’s exhausting, and it’s hard for young adults. Starface loves that they embrace our flaws and support the idea that imperfections like acne can be okay.
Starface is already loved by Gen-Zers and millennials, but these partnerships will allow Starface to reach new audiences organically. Angel Reese from the University of Maryland, another Starface star athlete says that this partnership will allow her to leverage her platform in order to represent other athletes. “A lot of my friends experience the same issues as I with breakouts. Knowing that I can help them makes me feel happy.
As these partnerships begin, much of their content will appear on athletes’ social media channels, including Instagram and Tik Tok, and will look fairly similar to the sponsored content that many influencers post. Starface will be creating new campaigns to extend the partnership with these athletes into other areas of youth’s lives. Brothers-Phillips states that they are starting the engagements right now, and will continue them until the fall 2021 semester. But the key component here will be the flexibility of the athletes. We are constantly looking at how partnerships could evolve. As we expand this program, we continue to connect with new athletes and are eager to collaborate with partners who share our passion for self-expression.Publiated Mon, 9 Aug 2021 at 14:06:47 +0000