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Ladies have at all times confronted strain to fulfill slender and infrequently conflicting societal expectations. For feminine athletes, that strain presents a paradox — being robust on the courtroom whereas nonetheless being seen as “female” off of it.
“Rising up, I felt like in the event you have been good at sports activities, folks would label you a tomboy or say you were not girly sufficient,” says UConn basketball star Azzi Fudd.
Now, Fudd helps change that narrative. She’s on the heart of a daring partnership between UConn Athletics and status magnificence model Madison Reed that challenges outdated expectations and redefines what confidence can appear like.
Based by UConn alum and seasoned entrepreneur Amy Errett, Madison Reed is deepening its funding in girls’s basketball by its Crew ColorWonder marketing campaign, increasing its roster for the 2025–26 season, and launching new initiatives with model ambassadors like Fudd and Paige Bueckers.
“This motion of athletes being celebrated for his or her confidence and sweetness continues to be new,” Errett says. “When folks consider Madison Reed, I would like them to consider the aspiration to really feel assured — on their phrases.”
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Highlighting what issues
Madison Reed was born out of a private downside ready to be solved. Founder Amy Errett noticed her buddies scuffling with greying hair and pissed off by the tough components in conventional dyes. She got down to create a greater various — one which delivered salon-quality outcomes with cleaner formulation and larger accessibility.
Her first focus was the at-home market, which makes up roughly half of the ladies’s hair dye business.
“It by no means works if someone buys one factor from you and does not come again,” Errett explains. “It is like males and shaving. Ladies normally have an everyday cadence for coloring their hair.”
After discovering early traction, she expanded Madison Reed’s attain by partnerships with Ulta, Walmart and Amazon.
Ultimately, Errett set her sights on the opposite half of the market: salons. After tons of of stylists reached out asking to purchase Madison Reed’s colour tubes, she had a realization — why not rent their very own cosmetologists?
What started as a product-focused enterprise advanced into one which additionally presents providers, with Madison Reed now working over 100 shops. Whereas the service is beauty, the model’s success is rooted in what’s behind it: high-quality components and a deep dedication to care, from protecting 90% of worker medical advantages to providing prospects a 100% money-back assure.
“Customer support is a misplaced artwork,” Errett says. “Once you present up in your prospects, they keep loyal. And we have seen that.”
Equally necessary is how the corporate treats its workers — one thing Errett believes is commonly neglected within the business.
“We do not simply rent primarily based on whether or not somebody’s an incredible stylist, controller, marketer or information analyst,” she explains. “We additionally rent for the ‘how,’ which is tradition.”
Madison Reed is grounded in 5 core values — Love, Pleasure, Braveness, Belief and Duty — displayed in each hair colour bar.
“So long as our cosmetologists are glad, and we give them profession paths, we’ve got a military,” Errett says.
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Athletes and aesthetics
As girls’s sports activities exploded, Errett noticed a chance for Madison Reed to be one of many first magnificence manufacturers to enter the area.
“Feminine athletes embody every little thing we stand for,” she says.
A UConn alum and member of the UConn Basis’s Board of Administrators, Errett noticed the college as a pure match for the model’s first partnership, particularly with its powerhouse girls’s basketball program, that includes stars like Azzi Fudd and WNBA No. 1 choose Paige Bueckers.
“Partnering with a model like Madison Reed is unimaginable,” says Fudd. “It was based by a girl, and its mission to advertise confidence in girls aligns with the values of ladies’s sports activities.”
The partnership goes past picture ops and Instagram collabs. Madison Reed has secured naming rights for UConn’s Gampel Pavilion and XL Heart, turning into the primary female-founded and alumni-founded model to take action.
“One factor about NIL partnerships is that a variety of them do not have aligned targets,” Errett says. “The one means this works is that if each the athletes and the college profit.”
On this association, Madison Reed can host photoshoots on the UConn courtroom, providing the college added publicity whereas simplifying logistics for everybody concerned.
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Fairness helps create empowerment
For the athletes, the deal is break up 50/50 between money and fairness, with franchising rights included for gamers who could wish to open their very own retailer sooner or later.
“Speaking with Amy about fairness and potential franchise alternatives obtained me excited,” says Fudd. “It confirmed she’s not curious about only a transactional deal. She genuinely needs to empower girls in sports activities, and he or she’s prepared to share her information and be a mentor nevertheless she will.”
Bueckers’ partnership prolonged past her time at UConn and into the WNBA, together with her colour line, “Uconnic Blonde,” whereas Fudd is exploring a for-credit internship with the corporate to realize hands-on expertise in entrepreneurship and advertising and marketing whereas pursuing her MBA.
Fudd could also be younger, however she’s already earned a seat on the desk with a number of the most elite athletes and entrepreneurs in sports activities. One in every of them is Steph Curry, whom she first met as one of many inaugural feminine attendees at his camp in 2018. He later invited her to a enterprise summit, the place she noticed a totally completely different aspect of the NBA star.
“I solely knew him as a basketball participant, so that have opened my eyes,” Fudd says. “Watching him performed a task in why I made a decision to pursue my MBA. I wish to perceive my enterprise and never simply depend on folks I rent for assist.”
Conclusion
Madison Reed kicked off the second yr of its partnership on the 2025 ESPYs by internet hosting the UConn group at its Los Angeles-area Hair Coloration Bar for a non-public “Get Prepared With Me” occasion. Gamers and coaches loved skilled styling, together with colour, gloss, therapies and blowouts earlier than the present.
“For a very long time, feminine athletes weren’t provided model offers in any respect — not to mention magnificence offers,” says Errett. “Now, they’re being acknowledged not only for their expertise, however for his or her confidence, magnificence and the inspiration they convey to younger followers and fogeys. Seeing somebody like Azzi celebrated for who she is — inside and outside — alongside so many different achieved girls… how wonderful is that?”
