The nail-care brand ORLY International is tipping off its 50th anniversary by collaborating with the WNBA's L.A. Sparks, linking two prominent Los Angeles-based brands and connecting women's sports with beauty, fashion, and trends.
As part of a 3-year partnership, ORLY and the Sparks will debut custom player nail looks, release exclusive behind-the-scenes content, and introduce the “ORLY Nail Check Cam," a camera in the Crypto.com Arena dedicated to showcasing the nail art of players and fans.
The brand has also rolled out "Game Day Glam Kits," product bundles featuring ORLY lacquers in the team colors of purple ("All Eyes on Her") and yellow gold ("Here Comes the Sun").
The vegan and cruelty-free brand says that in becoming the team's first-ever nail partner, it's leveraging the growing popularity of women's sports, especially basketball, in the U.S.
Viewership of NCAA women's basketball, the WNBA, and FIFA women's soccer reached 18% in 2024 in the U.S., a year-over-year increase of four percentage points, according to S&P Global's U.S. Consumer Insights survey.
"By aligning with the L.A.-based WNBA team at a time when women’s sports viewership is breaking records," ORLY says in a statement, "the brand is championing a new generation of leading ladies whose influence extends from the court to culture."
ORLY will work with Sparks athletes to design signature manis that reflect their personal style; will document nail prep as part of their game-day routines; and give courtside glam the same treatment as red-carpet moments via the Nail Check Cam.
ORLY was founded in 1975 by Hollywood nail artist Jeff Pink, credited with creating the French manicure for his celebrity clientele. It's a decidedly family-owned brand, from Pink naming the company after his wife and muse, Orly, to later passing the brand's leadership mantle to his three adult children.
It's stayed relevant over the years by harnessing innovations such as subscription boxes, social media trends and influencers, splashy pop-ups, nail artist-centered brush design and packaging, and next-gen formulations.
“There’s no better way to honor that legacy — and our L.A. roots — than by partnering with the L.A. Sparks to celebrate the brilliance of women in sports,” says Tal Pink, ORLY's VP of Business Development.
The Los Angeles Sparks is one of the eight original teams in the WNBA, founded in 1997, and played in the first-ever WNBA game against the New York Liberty. The team went on to earn three championships in 2001, 2002, and 2016 and has fostered legendary players including Lisa Leslie, Candace Parker, and Nneka Ogwumike.
ORLY's not the first nail brand to tap the power of hoops: last year, Sally Hansen named Jared McCain, then a standout college player and now a Philadelphia 76ers rookie, as a brand ambassador.