ORLY Becomes The LA Sparks’ First-Ever Nail Partner

Celebrating its 50th anniversary, nail brand ORLY has become the LA Sparks’ first-ever nail partner. Through the three-year deal, ORLY and the Sparks will debut custom player nail looks and exclusive behind-the-scenes content. In an exciting twist, the partners will launch the “ORLY Nail Check” cam during Sparks games. Fans can also get their hands on ORLY’s “Game Day Glam” kits, which includes three shades inspired by the LA Sparks.

For ORLY, the partnership celebrates the company’s future. Founded in 1975 by Jeff Pink, who invented what would come to be known as the French Manicure, ORLY has sought to remain at the cutting-edge of individuality, creativity and innovation. The burgeoning growth of women’s sports provided a new channel for the company to extend those attributes.

“We wanted our 50th anniversary to be more than just a milestone, it had to be a statement about what’s next for us,” ORLY’s vice president of business development, Tal Pink, told RULING SPORTS. “The Sparks represent strength, versatility, and trailblazing spirit–values that align with ORLY’s own history of innovation and independence. Partnering with them felt like the right way to honor our past while making a bold commitment to the future.”

Through the deal, ORLY extends its Los Angeles-based history. Nearly 50 years ago, Jeff Pink sought to speed up wardrobe changes for Hollywood actresses by creating a manicure that matched–but didn’t upstage–costume designs. Initially called “The Natural Nail Look,” after models donned it on runways in Paris in 1978, it became the French Manicure.

“As a Los Angeles brand, there’s a natural connection as we’ve grown up alongside this city and watched how much pride and unity its teams bring,” Tal Pink remarked. “Supporting the Sparks felt like supporting our own community.”

A key element of the partnership will be “storytelling that highlights the connection between self-expression, beauty and performance,” according to Pink. ORLY will also use its platforms “to amplify the Sparks’ impact and reach new audiences who may not have discovered [ORLY] otherwise.”

Through the partnership, ORLY hopes to “connect with a younger, more diverse audience who sees nail care as a form of self-expression and empowerment,” Pink explained. “WNBA fans are looking at Sparks players as role models and we want to be part of celebrating the team. At the same time, we want to continue showing our loyal salon pros and long-time customers that ORLY is evolving while staying true to its roots.”

Like ORLY, the LA Sparks are excited about the partnership’s culture-shaping elements.

“As the WNBA continues to shape culture on and off of the court, we’re proud to align with a company that shares our commitment to empowering fans and celebrating individuality,” LA Sparks’ president Christine Monjer said. “We’re excited to bring this unique partnership to life for our fans in LA and beyond.”

Amidst a burgeoning women’s sports marketplace, partnerships like ORLY’s deal with the LA Sparks are critical to continuing growth.

“The momentum in women’s sports is undeniable, but it grows when brands put real investment and visibility behind it,” Pink said. “Partnerships like ours help create more opportunities, more stories, and more role models for the next generation.”

In becoming the LA Sparks’ first-ever nail partner, ORLY recognizes a key factor to success in sponsoring women’s sports: committed, authentic investment generates positive results.

“By showing up authentically, not as a side project but as a core part of our identity, brands can help fuel the growth and bring women’s sports into the mainstream where it belongs,” Pink said.