They have their own opinions expressed by business partners.
Women are always under pressure to meet tight and often contradictory social expectations. Women at the time of athletes, this pressure offers a contradiction – being strong in court is still seen as “feminine”.
“Grow up, I felt as if you were good at sports, people used to label you, or say that you were not enough,” says Yukin Basketball star Easy Food.
Now, Food is helping to change the story. She is at the focus of a bold partnership between the Ukin Athletics and the Printage Beauty Brand Madison Reid, which challenges old expectations and explains what trust can be.
Founded by Yukin Alum and experienced businessman Amy Errit, Madison Reid is deepening its investment in women’s basketball through its team color vendor campaign, which has expanded its roster in the 2025-26 season, and has a brand-new brand with a new Brand Ambassador.
“The movement to celebrate athletes for their confidence and beauty is still new,” says Erit. “When people think of Madison Red, I want them to think about their desire to feel confident in their terms.”
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What does it matter to highlight
Madison was born due to a personal problem waiting for a red solution. Founder Amy Erit saw his friends struggling with hair and was disappointed with hard components in traditional colors. They have come out to make a better alternative-which offered salon quality results with cleaner formulas and more accessories.
Its first focus was a home market, which makes half of the women’s hair dye industry.
“It never works if someone buys one thing and does not come back,” said Erit explained. “It’s like men and shaving. Usually women have regular cadins to dye hair.”
After finding the initial traction, it increased Madison Red’s reach in partnership with Alta, Walmart and Amazon.
Finally, Erit set up his eyes on the other half of the market: salon. When hundreds of stylist Madison reached Red’s colorful taps, he realized – why not hire his own cosmetologist?
What started as a product -based business developed in a form of services, Madison Red is now operating about 100 stores. Although the service is cosmetic, the success of this brand is behind it: from deep quality components and deep commitment to care, providing access to employees’ medical benefits, to offering a 100 % refund guarantee to consumers.
“Customer service is a lost art,” says Erit. “When you show your customers, they are loyal. And we have seen it.”
The important thing is how the company treats its employees.
She says, “We don’t just get services on whether a great stylist, controller, marketer or data analyst.” “We also hire for ‘how’, which is a culture.”
Madison Red has five basic values – love, happiness, courage, confidence and responsibility – every hair color bar.
“As long as our cosmetologists are happy, and we give them the career, we have an army,” says Erit.
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Player and aesthetics
When women’s games burst, Erit saw the opportunity to become one of the first beauty brands entering the space for Madison Red.
She says, “Women athletes embrace everything for which we stand.”
Errott, a member and member of the Board of Directors of the Ukin Foundation, saw the university as a natural fit for the brand’s first partnership, especially with its Powerhouse Women’s Basketball Program, which included stars like Easy Food and WNBA No. 1 Chen Page Booker.
“It is incredible to contribute to a brand like Madison Red,” says Food. “It was founded by a woman, and the mission to promote confidence in women is in accordance with women’s sports values.”
The partnership is ahead of photos Oops and Instagram Collabs. Madison Red has obtained the name rights for the Yukin’s Gampel Pavilion and the XL Center, becoming the first female -driven and former student brand to do so.
“One of the things about the Nile partnership is that many of these goals do not agree,” says Erit says. “This is the only way to work if both players and the university benefit.”
In this arrangement, Madison Red can host a photo shoots in the Ukin Court, offering to present the school while facilitating logistics for everyone involved.
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Equity helps to empower
For athletes, the contract is divided between 50/50 cash and equity, including franchising rights for players who want to open their store in the future.
“It was excited to talk about Equity and the potential opportunities for the franchise with Amy,” says Food. “It shows that she is not interested in just one transaction contract. She really wants to empower women in sports, and she is ready to share her knowledge and become a guardian, but she can.”
The partnership of the Boacers went beyond its time in Yukone and the WNBA, including its color line, “Unicink’s blonde hair”, while the food is looking for a credit internship with the company to chase its MBA and gain experience in entering and marketing.
Food may be young, but he has already won a seat on the table with some of the most highly elite athletes and businessmen in sports. One of them is Stef, who first met with the opening female participants in his camp in 2018. He later invited her to a business summit, where he saw a very different aspect of the NBA star.
“I knew it only as a basketball player, so that experience opened my eyes,” says Food. “Given why I decided to pursue my MBA. I want to understand my business and not only rely on the people I seek.”
Conclusion
Madison Red started the second year of his contribution to the Los Angeles Area Hair Clerk Bar on the second year of his partnership in 2025 SPS. Players and coaches enjoyed professional styling, including color, vaccine, treatment and blow before the show.
“For a long time, female athletes have not been offered brand deals – let’s leave beauty deals,” says Erit says. “Now, he is not only known for his abilities, but for his confidence, beauty and the adversity he brings young fans and parents. Seeing someone like Easy, who is inside and out – with many other successful women… How wonderful is it?”