Sports fans just scored a home run in the nail game. In a first-of-its-kind partnership, Glamnetic teamed up with Fanatics, the licensed sports merchandise juggernaut, to launch brand-new press-on nail sets inspired by fan-favorite teams from the NFL, NCAA and the MLB.
Customers will now be able to choose from 49 designs, including those of the Los Angeles Dodgers, the New York Yankees, the Chicago Cubs, and the Green Bay Packers, with more options to come. The nails will reimagine Glamnetic’s signature almond-shaped French tips, embossed in the colors and logos belonging to the heritage of each team. Single sets will be sold for $21.99 on glamnetic.com as well as inside select retailers.
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The idea for team logo-branded nails arose while Glamnetic cofounders Ann McFerran and Kevin Gould were browsing the sports merchandise aisles inside major retail spaces. “It was clear there was a huge unmet need for sports fans — and a massive opportunity in licensed beauty,” Gould told WWD.
Filling this gap in the licensed sports merchandising market was also a way to inspire new generations of viewers with a trendy take on game-day apparel. This partnership was created with the female sports viewer in mind, specifically, a demographic that makes up nearly half of the total sports fandom, but any interested customers can get their hands on them, or rather, their nails, to express their team enthusiasm through these tangible extensions.
“Press-on nails are all about self-expression, and when you combine that with the passion and loyalty of sports fandom, it creates something truly special,” Gould said. “When it came to bringing this vision to life, there was no better partner to do it with than Fanatics, the clear market leader in licensed sports.”
Though this gap in the licensed merchandise market has remained untouched, beauty has been fostering its relationship with the sports mecca for some time. Conversations about confidence, on and off the field, have been pushed through innovative partnerships between female athletes and beauty companies. In July, Angel City Football Club stars and sisters Alyssa and Gisele Thompson became the newest faces of Nyx Professional Makeup’s “Make Them Look” Campaign, a multifaceted activation showcasing the role of makeup in the world of women’s sports.
Before that, Charlotte Tilbury — the award-winning makeup, skin care and fragrance brand — tapped the Dallas Cowboys Cheerleaders (DCC) to create the Charlotte Tilbury Darlings. Tilbury, the namesake beauty founder and entrepreneur, saw an alignment in the female prowess at the heart of both her brand and the DCC, which is led by Charlotte Jones, co-owner and chief brand officer of the Dallas Cowboys.
“As our first-ever sports partnership in the U.S., working with the DCC is the perfect opportunity to introduce the magical world of Charlotte Tilbury to America’s largest sports stage, so that even more people can discover the transformative power of makeup, skin care and fragrance and unlock the magic of confidence,” Tilbury told WWD.
