Angel Reese has been named the new global ambassador and creative collaborator for Juicy Couture, marking a milestone partnership that merges early-2000s nostalgia with the new generation’s cultural icons.
As part of the deal, Reese becomes the face of the brand’s Viva La Juicy fragrance and co-designer of an apparel capsule titled “Angel Couture.” The collaboration extends beyond a typical endorsement — positioning Reese as both muse and creative partner.
The partnership had been quietly teased weeks earlier, when Reese was spotted in custom Juicy Couture sky-blue velour pants embroidered with angel wings and her initials “AR” on the zipper — a nod to her nickname “Bayou Barbie” and her signature glam-meets-grit aesthetic.
Reese described the collaboration as a “full-circle moment.”
“I’ve loved Juicy Couture since I was a little girl. It always represented confidence, glamour, and fun — the kind of energy I’ve carried with me on and off the court,” she said in the announcement. “Now getting to bring my own touch to it — that’s what makes this partnership so special.”
-Angel Reese
The move reflects Juicy Couture’s ongoing revival strategy under Authentic Brands Group, which has been tapping into Gen Z nostalgia and celebrity-driven streetwear crossovers to reintroduce the label to global markets. Recent campaigns have featured figures like Saweetie and Tinashe, but Reese’s deal marks one of the brand’s most significant athlete collaborations to date — bridging sports, fashion, and lifestyle branding in a way few WNBA players have before.
For Reese, this partnership builds on her expanding list of major brand relationships. In addition to Juicy Couture, she is an ambassador for SheaMoisture, Reebok, and Ulta Beauty, and has previously worked with Coach, McDonald’s, and Starry. Each aligns with her positioning as a crossover figure at the intersection of athletics, beauty, and empowerment.
The partnership also underscores Reese’s growing commercial influence since joining the WNBA’s Chicago Sky. Her social reach — over 11 million combined followers across Instagram and TikTok — continues to make her one of the most bankable young athletes in women’s sports.