European Wax Center Taps College Athletes in New Campaign

European Wax Center (EWC), the largest franchisor and operator of out-of-home waxing services in the US, has rolled out a new partnership supporting top NCAA college athletes. Working with Dreamfield Sports, a Name, Image and Likeness (NIL) platform, EWC will collaborate with more 40 college athletes across a wide variety of sports including football, swimming, gymnastics, basketball, track and field and golf.

Featured athletes such as gymnast Trinity Thomas, basketball star Brevin Galloway, track and field powerhouse Maddy Dietz and swimmer Alberto Mestre, among others, will promote their partnership with European Wax Center across their social media channels, encouraging their audiences to embrace their confidence and discover their smoothest skin yet, according to EWC.

“As a brand, we are honored to partner with the Dreamfield's talented college athletes, as we support and further enhance the confidence they display. We understand that there is a lot of pressure that comes with being a college athlete and we hope to alleviate some of this pressure by having them walk out of one of our centers feeling the best version of themselves,” said Chris Kobus, Chief Experience Officer of European Wax Center.

Beauty brands have been working with college student athletes since NIL rules changed allowing these players to earn money, and marketers to use them in campaigns.