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Earlier this month, just in time for back to school fit checks, Glamnetic, a popular nail and beauty brand, announced a pretty baller partnership with sports retail giant Fanatics. The collab is designed to bring officially licensed sports team press-on nails to fans across the NFL, MLB, and NCAA, because as we all know, at least half of sports fans are women.
This fusion of beauty and fandom is nothing new, as we’ve seen with the droves of other fashion and personal care brands jumping onto the women’s sports bandwagon. But, the pace has been a little slower on the men’s side. This new collection taps into a market that has long been underserved — female fans of men’s sports — who want to show their team pride in a fun, stylish, and self-expressive way. (We’ll credit WAGS for re-igniting the fire here.)
Image source: Glamnetics
We love how this partnership is a smart, creative take on the endless nail trends that dominate social media these days. But with so many of Glamnetics’ customers being teens and young women, why not making the collab about more than just about game-day glam — and extend it into a campaign that also directly builds confidence in the next generation of female fans and athletes?
So what if…
What if Glamnetic and Fanatics teamed up to create a “Nail Your Game” program that turns self-expression into self-confidence? We’ve seen more elite athletes, like track and field star Sha’Carri Richardson, and Olympic gold medalists Jordan Chiles and Suni Lee, rocking stellar nails during recent competitions, so this partnership could be the perfect fit to bring the same empowering energy to young female fans and athletes alike.
Here’s how we see it happening (cue the dream sequence):
- Glamnetic and Fanatics join forces with local girls’ youth leagues in each of the cities the new nail designs are repping.
- They provide the leagues with funding and equipment to make playing more financially accessible to everyone, with some fanfare around a launch event to get everyone in the community excited.
- At the event, they give out Glamnetics products as a fun and empowering way for the girls involved to express themselves, and have a little piece of “armor” to wear on the field (where appropriate, of course).
- Then, they host a nationwide competition for all young athletes (promoted at partner retailers for both brands, including Sephora — which is teen and tween central) to design a set of nails in their team’s colors, with the winners not only getting their nail designs made IRL, but also but also receiving individual scholarships to keep their sports dreams going strong.
Glamnetic and Fanatics are both brands that thrive on passion and self-expression. By just going a few steps further, they could turn their cultural cache into social impact — smashing old-school stereotypes about beauty and athletes, and bringing a whole new level of energy (and access!) to the next generation of sports.
