League of Their Own Chicago draws 500+ to WNBA All-Star beauty activation
League of Their Own Chicago and Sweet Tea’s Beauty Supply hosted Full Court Beauty Salon during WNBA All-Star Weekend in Chicago, drawing more than 500 attendees and 17 women-owned brands. The event blended sports, beauty and culture as women’s basketball attracts record attention and more brand investment.
Why it matters: - Full Court Beauty Salon shows how women’s basketball brand activations are moving beyond traditional sponsorships and into community-building experiences. - The event connected WNBA athletes, creators and women-founded businesses in a setting designed to create direct value for both attendees and brands. - The activation comes as the WNBA sees record viewership, historic attendance and more cultural and commercial investment.
What happened: - League of Their Own Chicago partnered with Sweet Tea’s Beauty Supply to present Full Court Beauty Salon during WNBA All-Star Weekend in Chicago. - JD Sports powered the event. - The activation drew more than 500 attendees. - The event centered on beauty, wellness, sport and identity. - Paige Crawford, founder and CEO of League of Their Own Chicago, said the goal was to celebrate the athletes, creators and founders shaping this era of women’s basketball.
The details: - The program featured panels focused on sport, hair, skincare, wellness and identity. - Speakers included Paige Crawford; Olivia Nelson-Ododa, center for the Connecticut Sun; WNBA guard Lexie Brown; Resa Luster-Mac, CMO of Luster’s Pink; Bridget Botchway, founder of Sweet Tea’s Beauty Supply; Makeba Drury, manager of social brand building at ULTA; and Jannice Newson, founder and CEO of Lillian Augusta Beauty. - The activation also included movement sessions led by Black Joyride and Chicago Jump Club. - A curated marketplace featured 17 women-owned brands. - Brand partners included Black Girl Vitamins, Hennessy, JD Sports, Luster’s Pink and Hoste Pilsen. - League of Their Own Chicago is a community-driven platform at the intersection of sport, culture and women’s empowerment. - Sweet Tea’s Beauty Supply is a women-owned beauty brand focused on Black beauty culture and community.
Between the lines: - The beauty salon format taps into a familiar community space and turns it into a brand environment that feels organic rather than transactional. - League of Their Own Chicago is positioning itself as a cultural connector for Chicago brands, athletes and audiences. - The event suggests that women’s sports audiences are increasingly valuable not just for reach, but for the depth of community engagement they can create.
What’s next: - League of Their Own Chicago and Sweet Tea’s Beauty Supply are likely to keep building experiences that merge sport, culture and brand partnerships. - Additional photos are available upon request. - RCA, the boutique strategic brand consultancy behind the release, directs press inquiries to rachel@raechristineagency.com.
The bottom line: - Full Court Beauty Salon positioned WNBA All-Star Weekend as a platform for community-first brand building, not just fan activation. - Instagram
Disclaimer: This article was produced by AGP Wire with the assistance of artificial intelligence based on original source content and has been refined to improve clarity, structure, and readability. This content is provided on an “as is” basis. While care has been taken in its preparation, it may contain inaccuracies or omissions, and readers should consult the original source and independently verify key information where appropriate. This content is for informational purposes only and does not constitute legal, financial, investment, or other professional advice.
Sign up for:
Connecticut Arts Review
The daily local news briefing you can trust. Every day. Subscribe now.
Check Your Email!
We sent a one-time activation link to: .
Confirm it's you by clicking the email link.
If the email is not in your inbox, check spam or try again.
Welcome back!
is already signed up. Check your inbox for updates.