Beauty is stepping onto the court.
The Golden State Warriors have teamed with Sephora U.S., following the retailer’s partnership with the WNBA’s Golden State Valkyries.
Sephora, the global prestige beauty retail brand, is now the official fragrance partner of both the Warriors and Chase Center — the team’s 18,064-seat home arena in San Francisco — and the first presenting beauty partner of the Warriors Dance Team.
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As part of the collaboration, Sephora and the Warriors will produce exclusive digital content throughout the season, including a dedicated social series highlighting players and members of the Warriors Dance Team on game days. Sephora will also receive prominent visibility at Chase Center, both in-arena and on broadcast, and will help introduce new in-game features.
In addition, a Sephora kiosk will be found at all Warriors home games and Chase Center events, offering a curated selection of beauty products for purchase. The retailer will provide exclusive gifting for the Warriors Dance Team members.
“We’re thrilled to partner with the Golden State Warriors as their first official fragrance partner, which underscores the expanding opportunity within men’s fragrance, and highlights Sephora’s commitment to bringing best-in-class, inclusive beauty offerings to new audiences,” said Sephora U.S. chief marketing officer Zena Arnold in a statement.
The Warriors boast a rich history, with seven NBA championships, 12 trips to the NBA Finals, a league-record 73-win season, eight members of the NBA’s 75th Anniversary Team, and 33 inductees into the Naismith Memorial Basketball Hall of Fame.
“This collaboration reflects our commitment to redefining what beauty means and gives us an incredible opportunity to engage with new audiences, including male fans who are increasingly embracing self-expression and categories like prestige fragrance,” continued Arnold. “Alongside our successful partnership with the Valkyries, this partnership with the Warriors allows us to continue championing confidence, creativity, and community both on and off the court, in our shared Bay Area home.”
The partnership highlights Sephora’s commitment to strategic collaborations that broaden its reach while promoting self-expression, inclusivity and innovation across the beauty industry, said Jessica Stacey, senior vice president of external communications, experiential and marketing partnerships at Sephora U.S., in an exclusive statement to WWD.
“The Warriors have a dynamic fan base, and together we look forward to creating thoughtful digital and in-arena experiences that bring prestige beauty to consumers in new ways, plus strengthen our connection to our shared Bay Area community,” Stacey added.
As part of the deal with the Valkyries, Sephora also secured naming rights to the team’s 31,800-square-foot performance facility in Oakland, now known as the Sephora Performance Center.
