Women have always faced pressure to meet narrow and often conflicting societal expectations. For female athletes, that pressure presents a paradox — being strong on the court while still being seen as "feminine" off of it.

"Growing up, I felt like if you were good at sports, people would label you a tomboy or say you weren't girly enough," says UConn basketball star Azzi Fudd.

Now, Fudd is helping change that narrative. She's at the center of a bold partnership between UConn Athletics and prestige beauty brand Madison Reed that challenges outdated expectations and redefines what confidence can look like.

Founded by UConn alum and seasoned entrepreneur Amy Errett , Madison Reed is deepening its investment in women's basketball through its Team ColorWonder campaign, expanding its rost

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