Business of Fashion
Shiseido is hoping to harness the power – and popularity – of athletes.
For its new Sun on the Run campaign, it’s recruited six athletes, including softball player AJ Andrews, pickleball player Anna Leigh Waters, golfer Lily He, climber Colin Duffy, breakdancer Victor Montalvo, and tennis player Sabrina Santamaria, known as the “Ultimate Sun Pros”.
The new sunscreen, Ultimate Sun Protection Lotion SPF 60+, is designed to perform better as the wearer sweats, and to not be heavy or sticky on the skin.
Sports Marketing and Entertainment Management 