Boardroom chats with the Chicago Sky rookie about her new deal with the popular candy and how it came to be.
One of the summer’s most anticipated partnerships is official, as WNBA All-Star and rookie sensation Angel Reese has landed an endorsement deal with the popular candy of the same name, Reese’s. The Chicago Sky center is partnering with The Hershey Company as a brand ambassador, and together, they’ll launch an official collection of Reese’s-branded apparel.
The first of three “Angel x Reese’s” collection drops launches Wednesday on TheAngelReese.com, featuring eight “Pieces” items, including tees, hoodies, and hats. The two future drops will see a jersey release and, lastly, another eight-item apparel set featuring the brand’s Reese’s Cups logo.
“The fans really made this happen,” said Angel Reese. “This collection is for my Reese’s Pieces — who’ve been with me every step of the way.”
It was in late June, after a triumphant win over the Indiana Fever, that Reese tweeted out a call to her more than half a million fans and followers, asking, “Reese’s pieces where y’all at?”
By that point, her hive of fans had begun calling themselves “Reese’s pieces,” leading to calls for the candy company to work together with Reese.
The brand joined in on the conversation not long after, replying: “Where are we? Just following our favorite player.”
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The exchange and image featuring a Reese’s candy piece wearing Angel’s trademark headband tallied nearly 4 million views between both posts. The two sides connected shortly thereafter to discuss an official brand partnership between Reese and Reese’s.
“The connection between my name and the Reese’s brand was obvious, but it went deeper than that,” added Reese. “My fans started calling themselves ‘Reese’s Pieces,’ and after I kept seeing it on social, I started engaging with some of my fans about it.”
A few days later, Angel laced up a custom-painted pair of Reeboks by artist Marvin Baroota that featured a Reese’s peanut butter cup along the toe cap and her name spelled across the right toe in the Reese’s Pieces design. The logo on the side incorporated an A initial and the brand’s ridged wrapper, design details that are now included in the official collection apparel.
Already, Reese has shown to be a leader in design and fashion, which has led to her being featured across a web of fashion platforms, including Vogue and Harper’s Bazaar. She’s also created a full collection of footwear and apparel with Reebok, marking the first athletic product launch for a WNBA rookie from the celebrated 2024 Draft class, as fans have been clamoring for products to get ahold of and support their favorite players.
With a quick-turn timeline, she’s kicking off the second half of the WNBA season with yet another product launch for fans.
“I wanted to deliver something that they could proudly wear this season,” continued Reese. “We worked as quickly as possible with Reese’s to build a collection that really reflected who I am — bold, vibrant, and unapologetically me.”
For Reese, the newest deal in her portfolio marks yet another partnership with a globally operating legacy brand. The 130-year Hershey Company counts more than 90 brand names in approximately 80 countries within its corporate umbrella, which has led to more than $11.2 billion in annual revenues, according to the company.
From Reese’s to Reebok to Revolve, Angel now boasts deals with nearly two dozen companies since she first began landing NIL deals at LSU.
“My marketing presence has definitely grown and evolved in ways I couldn’t have imagined,” Reese reflected. “At LSU, the NIL deals opened the door for me to start building my brand, and now, in my professional career, I’m able to take that to the next level.”
With a league-leading Instagram following of 4 million and one of the deepest brand portfolios of any player, Reese recently landed on Boardroom’s Enterprising Eight Cover Story, highlighting the most impactful athletes and brand endorsers under 25 years old in the world that are “next up.”
As her agents Jeanine Ogbonnaya and Gina Paradiso sort through a constant flow of incoming endorsement deal offers, Reese and her team have followed a formula that’s working for her.
“I’ve learned so much about the business side of things and how to be strategic with my brand partners,” Reese said. “It’s about aligning with brands that reflect who I am on and off the court, and Reese’s is a perfect example of that.
“This is definitely one of those ‘pinch-me’ moments, where everything feels like it is coming full circle.”
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