NYX Professional Makeup has announced a new partnership with professional gymnast Shilese Jones, marking the brand's first individual athlete collaboration.

The partnership aims to enhance NYX's presence in women's sports through a series of socially driven content that will highlight Jones' daily life, including her training and competition routines.

Jones, an avid user of NYX's Butter Gloss, expressed her enthusiasm for the collaboration.

"NYX Professional Makeup has been a staple in my makeup bag for as long as I can remember, so I've always been excited about working with the brand," she said. "But what makes this partnership extra special is how NYX Professional Makeup is championing women athletes -- showing off how fearless, strong, and fierce we are, and expressing ourselves with makeup only further adds to our power."

To support the partnership and promote visibility for women's sports, NYX Professional Makeup is launching over 30 billboards across Washington and Minnesota.

This initiative is part of NYX's broader commitment to highlighting female athletes on social and digital platforms, emphasizing inclusivity, diversity, and community.

The partnership with Jones is part of a growing trend among beauty brands to collaborate with gymnasts.

Recently, Kiss partnered with gymnastics champion Suni Lee, and K18 teamed up with Simone Biles.

Jones, a leading competitor in American gymnastics, has achieved significant success, including contributing to the U.S. women's team gold medal at the Artistic Gymnastics World Championships and earning bronze medals in the individual all-around and uneven bars competitions.

Jones is also anticipated to secure a spot on the U.S. Olympic team for the Paris Games.

As part of her partnership with NYX, she will be featured on billboards and in social media content for her over 90,000 Instagram followers, showcasing NYX products through various online engagements.

This collaboration underscores the evolving nature of women's sports and the increasing opportunities for female athletes to monetize their image.

The Supreme Court's 2021 ruling allowing college athletes to profit from their name, image, and likeness has opened new avenues for such partnerships.

NYX's involvement in women's sports is not new. Earlier this year, the brand became the official sponsor of Los Angeles's Angel City Football Club in the National Women's Soccer League. It also previously partnered with the WNBA team New York Liberty.

As women's sports continue to gain visibility, partnerships like these between athletes and beauty brands are expected to become more common, reaching audiences beyond traditional sports fans and tapping into broader cultural interests.