Key Takeaways:
- Ellie the Elephant stars as essie’s first celebrity spokesperson, testing 15-day-wear polish through her high-energy performances.
- The new Flex-E gel tech moves with nails to resist chips, proven to last through Ellie's dunk celebrations and dances.
- The brand taps into the growing trend of mascots as lovable influencers, adding humor and relatability while spotlighting product durability.
Mascots can wear nail polish? Well, now they do!
essie has scored a major partnership as the Official Nail Polish Partner of the 2024 WNBA Champion, New York Liberty.
The effort sees team mascot Ellie the Elephant becoming the brand's first-ever celebrity spokesperson.
It coincides with the launch of essie's newly reformulated gel by essie polish, designed to withstand the rigors of professional athletics and busy lifestyles while delivering 15 days of chip-resistant wear.
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Ellie, the hardest-working mascot in the WNBA, shared how much she loves the product in a press release.
"Between rehearsals, performances, and all my high-energy appearances, I've become one of the busiest mascots in the game.
Thanks to gel by essie, my nails are stronger than an elephant's left stomp! Just like my game-day hustle — no chips, no quits, just high-shine that lasts."
Meanwhile, New York Liberty CBO Shana Stephenson emphasized how the team celebrates "individuality, authenticity, confidence, and the power of self-expression," which essie also values.
In honor of the partnership, Ellie will keep her manicure throughout the season.
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Special Liberty-themed nail art designs will also be unveiled in the near future, with a limited-edition Liberty color potentially in development.
This activation proves that unexpected partnerships work best when brands share values — here, it's durability, hustle, and empowering women.
By having Ellie test the polish through actual game-day chaos, they turn a sponsorship into authentic brand storytelling.
The Elephant in the Room, Literally
This collab creates the perfect synergy between beauty and sports, celebrating the WNBA's status as the fastest-growing sports brand.
It also aligns with the rapidly increasing interest in women's professional athletics.
The reformulated gel by essie features significant upgrades, including a patent-pending Flex-E gel technology that moves with nails to prevent chipping.
Triple Shine Complex delivers ultra-glossy, glass-like finish, while a simplified 2-step system removes the need for base coats or UV lights.
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The gel by essie collection is available now at major retailers, with the partnership continuing through the 2025 WNBA season.
Prices range from $10.99 for individual colors to $14.99 for the gel top coat.
Mascots becoming brand endorsers is increasingly becoming a trend.
Last week, NBA star Jimmy Butler hung out with Cheez, the official Cheez-It mascot, in a playful campaign.
