Fenty Takes the Court: Rihanna’s Beauty Brand Partners with the New York Liberty.
Ellie the Elephant, the Liberty’s mascot, will play a key role in in-arena activations and promotions showcasing the partnership between the team and Rihanna’s Fenty Beauty and Skin brands.
Rihanna’s Fenty Beauty and Fenty Skin have elevated their WNBA partnership, securing a new deal with the reigning champions, the New York Liberty, to become the team’s official makeup and beauty sponsor—a partnership revealed on May 7.
“I’ve always believed that makeup is meant to be fun, a way to express yourself. It should reflect your vibe, your moment, your personality—whatever you want it to be. I’m excited to see how the amazing women of the New York Liberty bring their game faces to life and proud that Fenty Beauty and Fenty Skin will be a part of their journey this season,” Rihanna shared with Allure.
The Liberty also boast one of the best mascots in sports, and arguably the most recognizable in the WNBA—Ellie the Elephant. The Black-woman-coded pachyderm will play a major role in in-arena activations and promotions spotlighting the collaboration between the team and Rihanna’s Fenty Beauty and Fenty Skin lines.
Shana Stevenson, the Liberty’s chief brand officer, shared with Fast Company that Ellie embodies the spirit of Brooklyn and captures the borough’s unique energy in a way few mascots can.
“The Ellie we know today auditioned at that open call and absolutely blew us away with their talent and unique interpretation of the character,” Stephenson recalled to the outlet. “It was something different, fresh, and raw. We knew right away, ‘This is our person.’ It also had that unmistakable New York, Brooklyn vibe that we hadn’t seen before.”
Keia Clarke, CEO of the New York Liberty, shared the team’s enthusiasm about the partnership with Rihanna’s beauty brands. Clarke believes that both Fenty and the team share core values, like empowering women and celebrating individuality.
“The New York Liberty are excited to partner with Fenty Beauty—a pioneering brand that shares our commitment to empowering women and celebrating individuality, authenticity, and confidence. Collaborating with like-minded brands allows us to create meaningful connections and experiences that truly resonate with our fans. Together, we will champion empowerment, boldness, and creativity,” Clarke said in a statement.
Following the Met Gala, where Liberty players like Jonquel Jones, Breanna Stewart, and Sabrina Ionescu, along with Rihanna, made appearances, Rihanna expressed her belief that the Liberty squad perfectly embodies the spirit of New York in a press release.
