The Challenge

Madison Reed partnered with the UConn Women’s Basketball program to launch Team ColorWonder, a first-of-its-kind NIL collaboration designed to introduce the brand’s demi-permanent hair color while championing female athletes.

The challenge was to authentically connect beauty and sport in a way that felt culturally relevant to a younger audience—while celebrating individuality, confidence, and the growing momentum of women’s athletics.

The Solution

We built the campaign around the idea that confidence shows up both on and off the court.

Working with standout athletes including Paige Bueckers, Azzi Fudd, Morgan Cheli, KK Arnold, and Ice Brady, the creative highlighted personal expression through hair color and storytelling. The campaign introduced “UConnic Blonde,” a signature shade inspired by Paige’s iconic look, and brought the partnership to life through photography, video, social content, and brand activations.

As Art Director, I led creative direction across campaign development, directing photography and video while building a cohesive visual system that scaled across digital, social, retail, and experiential channels.

The Impact

Team ColorWonder became one of Madison Reed’s most culturally relevant brand partnerships, positioning the brand at the intersection of beauty, sport, and the rapidly growing women’s athletics movement.

The campaign generated the highest-performing social engagement of the year, expanded brand awareness with a younger audience, and reinforced Madison Reed’s commitment to empowering women both on and off the court.