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Business Wire
9 hours ago
- Business
- Business Wire
POTTERY BARN TEEN LAUNCHES COLLABORATION WITH THE WOMEN'S NATIONAL BASKETBALL ASSOCIATION
SAN FRANCISCO--(BUSINESS WIRE)--Pottery Barn Teen, portfolio brand of Williams-Sonoma, Inc. (NYSE: WSM), the world's largest digital-first, design-led and sustainable home retailer, announced today an exclusive home furnishings collaboration with the Women's National Basketball Association (WNBA), the premiere women's basketball league in the United States. For the WNBA's first teen home furnishings collection, Pottery Barn Teen created bedding and room décor that feature all 13 WNBA teams. The collection is available now at Pottery Barn Teen. 'The WNBA continues to inspire fans with its commitment to excellence,' said Jennifer Kellor, President, Pottery Barn Teen. 'As the league completes a record-breaking season, we are thrilled to offer a first-of-its-kind home and décor collaboration that celebrates athleticism, empowerment and quality design.' Designed with the basketball fan in mind, the collection incorporates the WNBA team logos together on bedding, backpacks and decorative accessories with a fresh and modern aesthetic. The team logos are artfully stitched on tonal white bedding designs that are spirited and sophisticated. WNBA fans can also showcase their specific team pride by selecting their favorite team logo on customizable items like the WNBA Wall Décor. 'We're thrilled to partner with Pottery Barn Teen on this first-of-its-kind collaboration that brings the energy and identity of the WNBA into the everyday lives of young fans. This collection not only celebrates all of our teams, but it also reflects the growing cultural impact of the league and the passion of a new generation of fans,' said Colie Edison, WNBA Chief Growth Officer. 'As our league continues to reach new heights and inspire young athletes, partnerships like this help us deepen our connection with teens and empower them to express their love for the game in their own spaces.' For more information on the collection, please visit Fans are also invited to follow along on social @potterybarnteen and @wnba. POTTERY BARN TEEN Introduced in 2003, Pottery Barn Teen offers home furnishings and solutions to create spaces that reflect who teens are and how they live. Available online and in stores globally, Pottery Barn Teen brings the best in quality design with a focus on eco-friendly and sustainable materials that have a low impact on the environment. Pottery Barn Dorm, launched in 2010, is Pottery Barn Teen's offering of dorm furniture and essentials with the same quality and commitment to style. Pottery Barn Teen is a member of Williams-Sonoma, Inc. (NYSE:WSM) and participates in The Key Rewards, a free-to-join loyalty program that offers members exclusive benefits across the family of brands. WILLIAMS-SONOMA. INC. Williams-Sonoma, Inc. is the world's largest digital-first, design-led and sustainable home retailer. The company's brands — Williams Sonoma, Pottery Barn, Pottery Barn Kids, Pottery Barn Teen, West Elm, Williams Sonoma Home, Rejuvenation, Mark and Graham, and GreenRow — represent distinct merchandise strategies that are marketed through e-commerce, direct-mail catalogs and retail stores. These brands collectively support The Key Rewards, our loyalty and credit card program that offers members exclusive benefits. We operate in the U.S., Puerto Rico, Canada, Australia and the United Kingdom and have unaffiliated franchisees that operate stores in the Middle East, the Philippines, Mexico, South Korea and India. WNBA Tipping off its 29th season in 2025, the WNBA celebrates and elevates the game of basketball and the culture around it. The league was ranked by Morning Consult as the fastest-growing brand in 2024, and No. 4 on Fast Company's list of the World's 50 Most Innovative Companies of 2025, on its way to setting records for engagement on social and digital platforms, attendance, merchandise sales and unique viewers across its broadcast partners. The WNBA's commitment to societal impact is supported by the first-of-its-kind WNBA Changemakers Collective, a group of purpose-driven companies that have partnered with the WNBA to enhance the player experience, build the brand of the league and players, inspire innovation and connectivity, increase media coverage and visibility, and help drive the league's business transformation. AT&T, Carmax, Deloitte, Google, and Nike are part of the WNBA Changemaker Collective. WSM-PR
Forbes
21-05-2025
- Business
- Forbes
How Delta and the WNBA have redefined successful brand partnerships
'We transport people every day to do great things and every one of them has a story. Telling those stories builds real emotional connections with our customers.' So says Alicia Tillman, Chief Marketing Officer of Delta Air Lines, talking about one of the company's newest partnerships with the popular WNBA (viewership last season reached a 24-year high!) But this partnership is more than just your typical brand alliance—it's a signal of what modern collaborations can and should look like. It's a masterclass in a new kind of storytelling that fosters engagement and brand loyalty by focusing on shared values, authenticity and the power of human journeys. The partnership makes Delta the official airline of the WNBA—and, importantly, is a game-changing shift toward parity. Delta now provides charter flight access to all WNBA teams—a long-awaited perk that male players in the NBA have enjoyed for years. To celebrate the start of the 2025 season, Delta and the WNBA just debuted a powerful, highly entertaining video series called Power Forward. The series dives into the personal journeys of three standout, incredibly likable players—giving fans a sneak peek into their ascent to the top and their lives both on and off the court. From the start, Tillman approached the WNBA with the intention of shining a light on athletes whose narratives are often overlooked. 'When we first met,' said Tillman, of her meeting with the WNBA's Chief Growth Officer Colie Edison, 'we took a step back from the mechanics of negotiations and asked what each of our goals were.' Edison's focus was on gender equity and purpose. Tillman wanted to use Delta's brand equity to provide a platform for the women of the WNBA to amplify their stories, bringing more attention to the women, the game and the league. "Our organizations have the same values. That's where relationships are born,' said Tillman. 'We have to be purposeful and thoughtful in our partnerships,' said Edison. 'If we're not aligned, I don't care how much money you have. We're not going to do something together.' Delta's partnership with the WNBA isn't just about sports or travel. It's about connecting with customers through storytelling. 'It's not just about getting women of the WNBA from point A to point B,' says Tillman, 'but it's about sharing their journeys.' And it's why Power Forward works. The collaboration's first content campaign is a three-part video series featuring power forwards Breanna 'Stewie' Stewart of the New York Liberty, Cameron Brink of the Los Angeles Sparks and Nneka Ogwumike of the Seattle Storm. The WNBA players featured in the series are real and multi-dimensional—athletes, activists, style icons, wives, mothers and sisters. The videos aren't just highlight reels—they're funny and emotional looks into the personal stories, challenges, triumphs and ambitions of these remarkable athletes. 'Most people don't relate to professional athletes when they're at the top of their game. Where they're relatable is on their journey,' said Tillman. From Brink's brother proudly declaring in the film, 'I'm really proud of what you haven't done yet,' to Ogwumike's sister describing her not just as a role model but a 'goal model,' these stories resonate far beyond the basketball court. 'When you watch men play sports, you watch the game,' said Shelly Zalis, co-host of the Power Forward premiere and founder of The Female Quotient. 'When you watch women play, you watch their stories.' The collaboration, and the Power Forward series, is an extension of how Delta sees its role in the lives of its customers: not just as a carrier, but as a connector of people and a creator of memories. While the airline is in the business of movement, it has now evolved that model outside the airport, bringing their famous lounge experience to venues like SXSW and the Consumer Electronics Show. 'Last year Delta went for the first time [to SXSW] and built the most unbelievable lounge experience,' said Tillman. 'Lines wrapped around the corner for 5 days straight because people wanted to get in.' This is especially important to younger consumers, Tillman shared. Delta's data shows Gen Z, in particular, is coming of age with a worldview shaped by economic uncertainty, COVID, and a desire for meaning. They are spending more—and earlier—than previous generations and they're choosing to invest in experiences rather than tangible goods. They want brands to show up with purpose and authenticity. Another way Delta is leaning into the GenX/Millennial consumer (still their largest consumer group) and appealing to GenZ (their largest source of future growth) is the Delta's SkyMiles Experiences program, which offers once-in-a-lifetime events that can be purchased only using loyalty points—from private styling sessions with Rachel Zoe to exclusive dance lessons with the Rockettes. These bi-weekly 'experiential drops' are curated for cultural relevance, and they routinely sell out within hours. The Delta-WNBA collaboration is a case study in what's possible when partnerships are built around real stories and shared purpose. Brands looking to emulate its success should consider the following: Delta As the WNBA enjoys record-breaking ratings, sponsorship growth and cultural momentum, Delta is positioned not just as a travel provider—but as a platform for change. 'We're not going to shut up and just dribble,' says Brink. 'We're going to come together and fight for what we believe in.' And that's what makes this partnership a model for the future. In an era where customers expect brands to reflect their values and tell real stories, Delta and the WNBA aren't just moving people—they're moving culture.
