• by Sarah Mahoney  @mahoney_sarah, March 7, 2025

Paige Bueckers isn’t just setting trends on the court—she’s redefining athlete branding with her own signature hair color. Madison Reed has teamed up with the UConn basketball star to launch UConnic Blonde, marking the first time a beauty brand has created a custom shade for a woman athlete.

With March Madness and the WNBA draft just weeks away, Madison Reed says the limited-edition collaborative color -- a cool beige-blonde ­--reflects Bueckers' flair for self-expression.

It’s part of the company’s ongoing effort to strengthen the connection to Gen Z’s color-loving style. Earlier this month, Bueckers turned heads with pink locks, also thanks to Madison Reed. And both efforts build on the brand’s partnership with UConn Athletics, part of the Team ColorWonder campaign introduced last summer.

That effort also features teammates Azzi Fudd, Ice Brady and Morgan Cheli and targets Gen Z's appetite for both self-expression and financial confidence. Members of Team ColorWonder get more than just an endorsement deal: They get an equity stake in Madison Reed, opportunities to franchise a Madison Reed Hair Color Bar in the future, internships for class credit at UConn, and the chance to use Madison Reed's internal and external networks.

Bueckers’ media savvy shows through in the product’s debut: With millions of TikTok and Instagram followers, she crowdsourced the name, gathering thousands of suggestions in the first hour.

“As I approach this next chapter, personally and professionally, I'm grateful to Madison Reed for the opportunity to join their team and learn through this product development process,” Bueckers said in the announcement, “and for giving me and so many others, the confidence to express the different sides of myself authentically."

Bueckers also has worked with CeraVe, starring in a “Head of CeraVe” ad campaign for that brand’s newly launched shampoo.

There’s no doubt all eyes will be on Bueckers in the coming weeks. The UConn Huskies are currently ranked No. 3 in the NCAA, with the tournament kicking off on March 16. Drama is also building around the WNBA and is scheduled for mid-April. Bueckers, a senior, is projected to be the No. 1 pick. However, because of a COVID-19 waiver and previous injuries, she is also eligible for a fifth year at UConn.