04.27.22
Professional skateboarder, Olympian and six-time X Games Gold Medalist Leticia Bufoni has partnered with IGK Hair Care to work with the brand on content creation and community development to reach a new, untapped audience.
“Through these strategic partnerships, we’re highlighting some of the coolest women in their respective disciplines,” said Dan Langer, group president, Luxury Brand Partners Prestige Hair Group. “We found that skateboarding culture embraces hair color, which is part of what drew us to Leticia in the first place. When she dyed her hair pink last year, we really started playing close attention and were inspired by her energy. Even as an Olympian athlete and one of the top skateboarders in the world, hair was important to her, and since she was already using IGK products and going to the IGK Salon, we already had an organic relationship.”
Bufoni continues to be one of the world’s most dominant female skateboarders. Recently, she set two world records by winning her sixth gold medal in the 2021 X Games for women’s skateboarding street, making her the most medals female Summer X Games athlete. Forbes also named her as one of “The Most Powerful Women in International Sports for 2018” and she was included in Forbes Brazil “Under 30” list in 2018.
In addition to partnering with IGK, Leticia is currently partnering with top brands including Nike, Red Bull, Beats, GoPro and more.
In addition to partnering with IGK, Leticia is currently partnering with top brands including Nike, Red Bull, Beats, GoPro and more.
“IGK makes easy-to-use, no-hassle products that are perfect for my on-the-go lifestyle, and I’ve been getting my hair done at the IGK Salon for a while, so the partnership felt like a really natural fit for me. I love that IGK is a cool, edgy brand that just fits my personality and style. The products protect my hair from the sun when I’m outside and I love using First Class Charcoal Detox Dry Shampoo to refresh my hair after I’ve been skating,” said Bufoni in a media statement.
For more on the burgeoning salon sector, look out for our next feature in the June 2022 edition of Happi.
For more on the burgeoning salon sector, look out for our next feature in the June 2022 edition of Happi.