GOODY® and Wet Brush® Invest in the Future of Women's Sports with Alliance Fastpitch Partnership
HEALTH & BEAUTY
Goody® and Wet Brush® Partner with Alliance Fastpitch.
Goody® and Wet Brush,® two of the most trusted names in hair accessories and hair‑care tools, have announced a new partnership with Alliance Fastpitch, an athlete‑first organization dedicated to expanding opportunity, visibility, and development for youth softball players across the country. The collaboration will activate throughout the Alliance Fastpitch Championship Season (AFCS) and All‑Star Weekend, supporting more than 5,000 athletes across age divisions.
Celebrating Confidence On and Off the Field
At the heart of the partnership is Goody’s belief that confidence is built long before game day. Whether athletes are preparing for practice, stepping into championship play, or getting ready for media interviews, Goody and Wet Brush aim to provide performance‑focused hair essentials that help players feel secure, comfortable, and camera‑ready.
The brands will spotlight:
Goody ComfortFlex™ hair accessories, engineered for durability, stretch, and all‑day hold
Wet Brush’s gentle detangling tools, designed to minimize breakage and keep hair healthy through long tournament days
These products are crafted to “Hold Strong in the moments that matter,” supporting athletes through every inning, milestone, and media moment.
Major Activations Throughout Championship Season
The partnership includes a series of high‑impact experiences designed to celebrate athletes and elevate their time at AFCS events:
Elite 8 Hat Day Presenting Sponsorship — More than 2,000 hats will be distributed to athletes advancing to Elite 8 across all age divisions.
All‑Star Weekend Glam Bar — Goody and Wet Brush will host a beauty‑prep experience for 40 Alliance All‑Star athletes, helping them get ready for interviews, photography, and media day appearances.
Exclusive VIP Gifting — All‑Stars will receive curated product kits featuring custom bedazzled claw clips and premium Goody and Wet Brush essentials.
Goody Holds Strong Award — A special recognition honoring one standout athlete during the All‑Star Game.
AFCS Athlete Village Braid Bar — A Goody‑supported styling station for 16u and 18u athletes, part of an opening‑day celebration that includes skills challenges, vendors, and a Home Run Derby.
Across AFCS divisions, more than 3,000 athletes in 16u and 18u and 2,000 athletes in 10u, 12u, and 14u will participate in these experiences.
A Shared Mission to Elevate Female Athletes
Alliance Fastpitch’s athlete‑first mission aligns closely with Goody and Wet Brush’s commitment to supporting female athletes at every stage of their development. The partnership celebrates:
Dedication and resilience
Performance and preparation
Confidence and self‑expression
By showing up at key moments throughout the season, the brands aim to empower athletes not only in competition but also in the personal, emotional, and media‑driven aspects of their softball journeys.
Strengthening the Softball Community Nationwide
This collaboration reflects a growing investment in women’s sports and the infrastructure that supports them. With thousands of athletes participating in AFCS events each year, Goody and Wet Brush are helping create a more connected, celebratory, and confidence‑driven environment for the next generation of softball players.
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