E.l.f. teams up with Hot Girl Walk for some extracurricular sport timed to the Olympics

Hot Girl Walk isn’t an Olympic sport, but it gets the play-by-play treatment in a new e.l.f. video created in partnership with influencer Mia Lind’s social media trend and organization. Gabby Douglas, the three-time gold medalist gymnast, narrates the action with actor Patrick Warburton as “E.L.F.SN” analysts, monitoring the progress of three different walkers. In the end, e.l.f.’s Power Grip Dewy Setting Spray plays a key role in the winner’s performance. Lind herself makes a cameo. Actors Elizabeth Yu, Nina Wisner and Kevin Grullon and reality-show competitor Christian Birkenberger also appear. The partnership will extend to e.l.f.’s sponsorship of a live Hot Girl Walk event in Miami next month and a custom Snapchat lens. Hot walkers can also pick up a Hot Girl Walk e.l.f.ssentials Bundle. Movers+Shakers developed the campaign. “The genesis of the Hot Girl Walk Championship is two-fold: first, there was an insight that our community, and even our e.l.f. employees, are gripped by group walks. And second, our community is raving about the incredible makeup-gripping and staying power of Power Grip Dewy Setting Spray,” said Laurie Lam, chief brand officer of e.l.f. Beauty. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

E.l.f. teams up with Hot Girl Walk for some extracurricular sport timed to the Olympics

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