# Empowering Makeup Brand Campaigns JuJu Watkins Stars in NYX Professional Makeup’s New Campaign By Georgia Wray Norsten | Published 2025-03-14 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/juju-watkins References: [wwd](https://wwd.com/pop-culture/new-fashion-releases/juju-watkins-nyx-makeup-campaign-1237027330/)  JuJu Watkins is redefining beauty and confidence in sports with her latest partnership. The USC basketball phenom is the face of NYX Professional Makeup’s newest campaign, celebrating individuality both on and off the court. Watkins highlights the connection between self-expression and peak performance in this dynamic video campaign, proving that beauty belongs in sports. 'If I look good, I feel good -- so there’s a high chance I’m playing good,' she shares. The campaign features her go-to NYX products, including 'The Brow Glue' and 'Butter Gloss,' as she moves seamlessly from glam sessions to game-winning shots. NYX’s deep investment in women’s sports, including sponsorships with the WNBA’s New York Liberty and Angel City FC, made this a perfect match. 'This partnership is one of my favorites because makeup isn’t usually connected with sports,' Watkins explains. 'It shows that women in athletics can tap into every part of who they are.' Image Credit: NYX Professional Makeup ## Trend Insights (Trend Hunter) - Score: 7.3/10 - Popularity: 93% | Activity: 88% | Freshness: 37% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Athleisure Beauty:** The merging of sports and beauty products is creating a new category where cosmetics enhance athletic performance and expression. - **Sports Star Influencers:** High-profile athletes like JuJu Watkins are becoming prominent faces for beauty brands, shifting traditional endorsements and offering new avenues for brand representation. - **Inclusive Beauty Marketing:** Campaigns that emphasize the crossover between athleticism and self-expression are redefining how beauty brands market to diverse and active consumers. ### Sectors Adopting This - **Sports Apparel:** The collaboration of cosmetic brands and athletic teams presents opportunities to expand product lines tailored specifically for athletes. - **Cosmetic Endorsements:** Beauty brands are increasingly partnering with sports figures, opening up new demographics and diversifying traditional beauty advertising approaches. - **Women's Sports:** Increased partnerships with female athletes by makeup brands could drive growth in both industries, elevating the profile of women in sports. ## Related on Trend Hunter - [Basktball Athlete-Approved Makeup Ranges](https://www.trendhunter.com/trends/lauren-betts.md) - [Sports-Themed Beauty Kits](https://www.trendhunter.com/trends/new-york-liberty.md) - [Gymnast Beauty Brand Partnerships](https://www.trendhunter.com/trends/gymnast-shilese-jones.md) - [Athlete-Centric Beauty Campaigns](https://www.trendhunter.com/trends/athlete-centric-beauty-campaigns.md) - [Athlete-Starring Cosmetic Campaigns](https://www.trendhunter.com/trends/glossier-5.md) - [Soccer Athlete-Starring Beauty Campaigns](https://www.trendhunter.com/trends/jess-carter.md) - [Athlete-Approved Deodorant Ranges](https://www.trendhunter.com/trends/degree-whole-body-deodorant.md) - [Beauty Brand-Sponsored Sports Events](https://www.trendhunter.com/trends/official-beauty-partner.md) - [Female Athlete-Fronted Luxury Campaigns](https://www.trendhunter.com/trends/coach-x-wnba-campaign.md)