Madison Reed’s Funding in Girls’s Sports activities is Rewriting the NIL Playbook

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Girls have all the time confronted strain to fulfill slender and sometimes conflicting societal expectations. For feminine athletes, that strain presents a paradox — being sturdy on the courtroom whereas nonetheless being seen as "female" off of it.

"Rising up, I felt like should you had been good at sports activities, individuals would label you a tomboy or say you were not girly sufficient," says UConn basketball star Azzi Fudd.

Now, Fudd helps change that narrative. She's on the middle of a daring partnership between UConn Athletics and status magnificence model Madison Reed that challenges outdated expectations and redefines what confidence can appear like.

Based by UConn alum and seasoned entrepreneur Amy Errett, Madison Reed is deepening its funding in girls's basketball by way of its Workforce ColorWonder marketing campaign, increasing its roster for the 2025–26 season, and launching new initiatives with model ambassadors like Fudd and Paige Bueckers.

"This motion of athletes being celebrated for his or her confidence and sweetness continues to be new," Errett says. "When individuals consider Madison Reed, I would like them to consider the aspiration to really feel assured — on their phrases."

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Highlighting what issues Madison Reed was born out of a private drawback ready to be solved. Founder Amy Errett noticed her buddies fighting greying hair and annoyed by the cruel substances in conventional dyes. She got down to create a greater various — one which delivered salon-quality outcomes with cleaner formulation and better accessibility.

Her first focus was the at-home market, which makes up roughly half of the ladies's hair dye business.

"It by no means works if any individual buys one factor from you and does not come again," Errett explains. "It is like males and shaving. Girls often have a daily cadence for coloring their hair."

After discovering early traction, she expanded Madison Reed's attain by way of partnerships with Ulta, Walmart and Amazon.

Ultimately, Errett set her sights on the opposite half of the market: salons. After tons of of stylists reached out asking to purchase Madison Reed's shade tubes, she had a realization — why not rent their very own cosmetologists?

What started as a product-focused enterprise developed into one which additionally presents providers, with Madison Reed now working virtually 100 shops. Whereas the service is beauty, the model's success is rooted in what's behind it: high-quality substances and a deep dedication to care, from offering entry to worker medical advantages to providing prospects a 100% money-back assure.

"Customer support is a misplaced artwork," Errett says. "If you present up in your prospects, they keep loyal. And we have seen that."

Equally vital is how the corporate treats its staff — one thing Errett believes is commonly missed within the business.

"We do not simply rent based mostly on whether or not somebody's a terrific stylist, controller, marketer or information analyst," she explains. "We additionally rent for the 'how,' which is tradition."

Madison Reed is grounded in 5 core values — Love, Pleasure, Braveness, Belief and Accountability — displayed in each hair shade bar.

"So long as our cosmetologists are glad, and we give them profession paths, now we have a military," Errett says.

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Athletes and aesthetics As girls's sports activities exploded, Errett noticed a possibility for Madison Reed to be one of many first magnificence manufacturers to enter the house.

"Feminine athletes embody all the pieces we stand for," she says.

A UConn alum and member of the UConn Basis's Board of Administrators, Errett noticed the college as a pure match for the model's first partnership, particularly with its powerhouse girls's basketball program, that includes stars like Azzi Fudd and WNBA No. 1 choose Paige Bueckers.

"Partnering with a model like Madison Reed is unbelievable," says Fudd. "It was based by a girl, and its mission to advertise confidence in girls aligns with the values of ladies's sports activities."

The partnership goes past picture ops and Instagram collabs. Madison Reed has secured naming rights for UConn's Gampel Pavilion and XL Heart, turning into the primary female-founded and alumni-founded model to take action.

"One factor about NIL partnerships is that a number of them do not have aligned targets," Errett says. "The one approach this works is that if each the athletes and the college profit."

On this association, Madison Reed can host photoshoots on the UConn courtroom, providing the college added publicity whereas simplifying logistics for everybody concerned.

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Fairness helps create empowerment For the athletes, the deal is cut up 50/50 between money and fairness, with franchising rights included for gamers who might wish to open their very own retailer sooner or later.

"Speaking with Amy about fairness and potential franchise alternatives received me excited," says Fudd. "It confirmed she's not enthusiastic about only a transactional deal. She genuinely needs to empower girls in sports activities, and she or he's prepared to share her data and be a mentor nevertheless she will be able to."

Bueckers' partnership prolonged past her time at UConn and into the WNBA, together with her shade line, "Uconnic Blonde," whereas Fudd is exploring a for-credit internship with the corporate to achieve hands-on expertise in entrepreneurship and advertising whereas pursuing her MBA.

Fudd could also be younger, however she's already earned a seat on the desk with a number of the most elite athletes and entrepreneurs in sports activities. One in all them is Steph Curry, whom she first met as one of many inaugural feminine attendees at his camp in 2018. He later invited her to a enterprise summit, the place she noticed a totally completely different aspect of the NBA star.

"I solely knew him as a basketball participant, so that have opened my eyes," Fudd says. "Watching him performed a job in why I made a decision to pursue my MBA. I wish to perceive my enterprise and never simply depend on individuals I rent for assist."

Conclusion Madison Reed kicked off the second 12 months of its partnership on the 2025 ESPYs by internet hosting the UConn staff at its Los Angeles-area Hair Colour Bar for a personal "Get Prepared With Me" occasion. Gamers and coaches loved skilled styling, together with shade, gloss, remedies and blowouts earlier than the present.

"For a very long time, feminine athletes weren't provided model offers in any respect — not to mention magnificence offers," says Errett. "Now, they're being acknowledged not only for their expertise, however for his or her confidence, magnificence and the inspiration they convey to younger followers and fogeys. Seeing somebody like Azzi celebrated for who she is — inside and outside — alongside so many different achieved girls… how wonderful is that?"