Madison Reed, a well-known hair color brand, is making significant strides in supporting women’s basketball, marking its commitment through collaborations with notable athletes. After kicking off its inaugural Team ColorWonder campaign last year with the UConn Huskies and star player Paige Bueckers, the brand takes its initiatives further by involving Sarah Strong and her mother, Allison Feaster, in its second edition. Strong, a talented sophomore forward at UConn and the top recruit in the 2024 women’s college basketball class, represents a promising new face in the sport. In contrast, Feaster comes with extensive experience, having played for Harvard and in the WNBA for 27 seasons before stepping into her current role as vice president for operations with the NBA’s Boston Celtics.
Feaster expressed her immense pride in the growing visibility of women’s sports, noting how her daughter’s achievements are significantly impacted by the hard work of earlier generations. She shared her emotional gratitude for partnerships like the one with Madison Reed, which highlights the importance of investing in women’s sports. This collaboration marks a pivotal milestone for Strong, as it’s her first beauty partnership, complementing her existing Name, Image, and Likeness (NIL) agreements with organizations such as Unrivaled and Bleed Blue for Good.
As she prepares for her second college basketball season, Strong feels a renewed sense of confidence and excitement. She reflects on her experiences from the previous year, stating that they have equipped her with valuable insights and skills. The collaboration between Strong and Feaster at Madison Reed not only celebrates their unique bond but also signifies a landmark achievement, as it’s the first mother-daughter deal in NIL history, made possible by the NCAA’s ruling that permits college athletes to monetize their likeness since 2021.
The Team ColorWonder roster for the upcoming season features an impressive lineup, including Feaster, Strong, and other fellow UConn players. Both women will promote Madison Reed’s ColorWonder demi-permanent hair dyes, and through this partnership, they will also gain equity stakes in the company and opportunities for long-term involvement with the brand, such as franchising Madison Reed Hair Color Bars and securing internships for Strong.
Madison Reed’s founder, Amy Errett, emphasized the significance of the partnership, highlighting the importance of mentorship for young athletes and the mutual relationship between mothers and daughters in beauty. This collaboration not only looks to empower Strong but also aims to resonate with a wider audience, merging the appeal of multigenerational beauty with the passion found in women’s athletics. Errett noted that their initial partnership last year resulted in greater brand awareness not only among Gen Z consumers but also among their mothers, revealing a broader demographic interest.
Currently, Madison Reed is flourishing as a nine-figure business, expanding its market reach through various platforms, including Amazon and major retailers like Walmart and Target. The brand is also making strides internationally, having recently entered the Mexican market. With each campaign, Madison Reed is reinforcing its commitment to women’s athletics while simultaneously ensuring its products appeal across generations, fostering a community of empowerment and beauty in all its forms.