University of South Carolina Gamecocks player Raven Johnson has secured a name, image, and likeness (NIL) deal with Black beauty tech company Parfait.
Parfait, powered by AI and facial recognition technology, aims to provide custom wig products that address two major issues: AI biases in tech and the fragmented wig-buying process for millions of Black and brown women.
Founded by four women, the company has developed an algorithm to change tech interactions with communities of color.
Leading New Standards For Female Athletes
According to Andscape, Isoken Igbinedion, co-founder and CEO of Parfait, is a devoted fan of Johnson, inspired by the disparity in opportunities for male and female athletes.
“This partnership agreement is so special to us,” Igbinedion said.
“It marks a historic first in the hair industry to help us set a new standard for how female athletes should be treated and how they can maintain and express their personal style without compromise.”
The partnership is intended to be organic. Johnson will learn about the products as she uses them, and Parfait will be able to create products that fit her lifestyle.
As part of the new deal, Parfait introduced the “Ravenge Tour” wig, a product inspired by the two-time NCAA champ.
The wig is described on their website as designed for those who seek to seamlessly switch between their most athletic and stylish selves as it stays perfectly in place whether their on the basketball court or at an evening event.
“Sport mode ensures your wig remains as resilient, flexible and UNDEFEATED as you are,” it states.
Innovation and Inclusivity in the Haircare Industry
The collaboration has been celebrated on social media, with Parfait posting on Instagram, “Big news! NCAA 2x Champ, Raven Johnson’s Collection is now live and available on our website! This exciting collaboration with Raven celebrates our dedication to innovation and inclusivity in the haircare industry.”
“I’m so grateful; that beauty brands are partnering with women athletes,” Johnson told Andscape.
“I’m so excited, not just partnering with a beauty brand like Parfait but a brand that Black women own. That means a lot to me.”
Upfront Ventures and Serena Ventures have previously backed Parfait in funding rounds.
Feature Image Credit: Post And Courier
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