OAKLAND, Calif. 鈥� e.l.f. Cosmetics, a brand from e.l.f. Beauty鈥攖he bold disruptor with a kind heart鈥攊s powering into its fourth season with professional race car driver Katherine Legge at the Indianapolis 500 this May.
In a world where women receive just 1% of all sports sponsorships, make up only 4% of drivers on the track, and are twice as likely to be pushed out of racing within their first five years, e.l.f. is doubling down on its belief that anything is e.l.f.ing possible when you fuel the women rewriting the rules. That commitment comes to life at the Indy 500, as e.l.f. brings its eyes.lips.fuel. mantra to the track and the Fan Zone鈥攎aking a bold statement at the largest single鈥慸ay sporting event in the world.
"Together with Katherine Legge, we鈥檙e fueling a movement for the next generation of dreamers," said Patrick O'Keefe, Chief Integrated Marketing Officer, e.l.f. Beauty. "eyes.lips.fuel. is a commitment to every eye, lip and face watching who needs to see that they belong on that track, behind that wheel, and in any arena they choose. We're democratizing access to sports by showing our community exactly what's possible when someone believes in you and fuels your journey."
In 2023, with e.l.f. by her side, Legge became the fastest woman to ever qualify for the Indy 500. This year, she's looking to make her fifth Indy 500 start, after becoming just the ninth woman to qualify for the race in 2012. She remains a trailblazer, the first woman to win a major open-wheel race in North America, the first to lead laps in Champ Car (now INDYCAR), and the first to lead the Rolex 24 at Daytona.
"e.l.f. has been more than a sponsor - they've been my voice, my platform and my fuel," said Katherine Legge. "Four years in, I'm more empowered than ever, and together, we're proving that when you fuel a woman's dream, there's no limit to what she can achieve.鈥�
Legge, the only woman entered in this year's field, will take to the track in her e.l.f. fire suit and e.l.f.-wrapped car, a rolling billboard for what happens when brands show up for women who refuse to be counted out.
The eyes.lips.fuel. activation in the Fan Zone, inspired by e.l.f.'s , is flipping the script on the garage, a space that has historically belonged to the boys and making it a space for every eye, lip and face. The activation includes:
- A full-size replica of the car Katherine will race on track, giving fans an up-close, in-person look at the car she鈥檒l drive on the track.
- A museum-style showcase of real artifacts from Katherine's career, from her first fire suit and helmet to her first karting trophy, celebrating the milestones of a trailblazer in the making.
- Roblox play zone connecting the next generation to racing culture.
- Racing fans can dive into e.l.f.'s one-of-a-kind loyalty experience through Beauty Squad, playing exclusive mobile games like e.l.f. Blast and Power Grip Mountain to earn points, unlock rewards and compete for prizes.
- A 鈥淜iss the Bricks鈥� wall where fans can participate in one of motorsport's most iconic traditions and send Katherine their well wishes before she takes to the track.
- A personalization station where fans can customize e.l.f. products and receive exclusive e.l.f. merch.
Katherine Legge was e.l.f.鈥檚 first empowered.legendary.female, leading the way for a growing group of women athletes including Billie Jean King, Kendall Coyne Schofield, Ally Sentnor, Jaedyn Shaw, Jess Carter, Lo'eau LaBonta, and Flau'jae Johnson, all united by their shared commitment to positivity, inclusivity and accessibility, and their refusal to let anyone tell them where they don't belong.
The Indy 500 will be held Sunday, May 24, with coverage beginning at 10:00am ET on FOX.
