In a vibrant transformation of the Tomkins Square Park basketball court in Manhattan's Lower East Side, Glossier has partnered with nonprofit Project Backboard to bring an artistic vision to public sports spaces. The court, painted in bold hues of sky blue, purple, and maroon, features a central motif of an eye in rich orange, crafted by artist Na Chainkua Reindorf. Known for her feminist art exploring themes of the female gaze, Reindorf's work resonates deeply with Glossier's mission to redefine beauty and empower women beyond traditional standards.
Glossier's initiative extends beyond aesthetic enhancement; it includes functional refurbishments like net repairs and backboard repainting to ensure the court's usability. Moreover, Glossier sponsors a women's league that uses the court, providing equipment and fostering a supportive environment that emphasizes inclusivity and empowerment. CEO Kyle Leahy emphasizes Glossier's commitment to integrating beauty into everyday life, reflecting diverse expressions of beauty across the WNBA, where Glossier has been the official makeup sponsor for four years. “Glossier is about celebrating beauty in the world and in our communities,” says Leahy. Despite strict rules prohibiting branding on public courts, Glossier's artistic contribution stands as a testament to its dedication to community enrichment through art and sports.