Maybelline New York and the Women’s National Basketball Association (WNBA) are using purpose-driven storytelling to make the launch of their partnership distinct from the cosmetic brand’s previous efforts.

Maybelline and the WNBA on Thursday announced a multi-year collaboration in Canada to deliver fan engagement initiatives designed to build self-confidence through basketball. The collaboration will include fan events and community efforts, including two basketball courts in Toronto and Montreal, which will be refurbished to create welcoming spaces that cater to all community members. The activation is being led by the internal Maybelline brand team.

Audrey Fregeau, brand director of Maybelline New York in Canada, tells strategy the campaign represents a significant evolution from its traditional product-focused marketing. She adds that the collaboration also underscores what Maybelline New York stands for – celebrating individuality and championing its “Brave Together” brand cause.

“While product remains core to our identity, this partnership with the WNBA in Canada elevates the conversation beyond makeup itself,” she says. “It connects with consumers on a deeper level by highlighting shared values of confidence, community and breaking barriers. This focus on purpose-driven storytelling, amplified by our democratized media approach, makes this campaign distinct from any previous brand moments. The campaign goes beyond selling product, but about the values we embrace and the positive impact we strive to create on our community.”

As part of this partnership, Maybelline becomes an official marketing partner of the 2025 WNBA Canada Game presented by Tangerine, which will feature the Atlanta Dream and the Seattle Storm in the league’s first international regular season game on Aug. 15 in Vancouver. Maybelline was an associate partner of the sold-out 2024 WNBA Canada Game, a preseason matchup between the Los Angeles Sparks and Seattle Storm last May, and connected with fans through a dedicated Brave Together-themed concourse activation, product gifting and social content with Canadian WNBA player Kia Nurse and the Storm’s Skylar Diggins-Smith.

“The collaboration merges the worlds of beauty and basketball, demonstrating that makeup can be a tool for empowerment and self-love, regardless of background or identity,” Fregeau says. “This message of accessibility is further amplified by our democratized media approach with Wavemaker, designed to ensure broader reach and engagement within diverse communities.”

This initiative builds on Maybelline’s continuing sponsorships, including its recent title deal with the Women’s Lacrosse League and its historic role as the first-ever cosmetics sponsor of the New York City Marathon.