LEWISVILLE, Texas — TIGI Haircare — whose brands include Bed Head, Catwalk, Rockaholic and TIGI Cosmetics — has tapped gymnastic medalist Nastia Liukin to be its newest spokeswoman.
TIGI will embark on a multiyear deal with Liukin, involving her in many facets of the brand, including campaign advertising, social media, consumer promotions and appearances, as well as a co-branded product line.
“At TIGI, our business is built on our dedication to hairdressing, but we thrive on being different, and our culture is disruptive and progressive. We develop and specialize in products and tools that encourage creativity, expression and individuality —traits that Nastia Liukin embodies. It’s rare that you find a spokesmodel or partner for your brand that truly believes in your products. Her undeniable beauty, style and passion for life make her a perfect personality for our brands,” stated Vince Davis, general manager for TIGI North America. “TIGI looks forward to our partnership with Nastia.”
Born in Russia, Liukin began her gymnastic career at the age of 6 years old. As the daughter of two gymnasts who each earned world champion titles in their careers and who became gymnastics coaches themselves, it was only natural that Liukin found herself in the gym from a very young age. She was an elite gymnast by the time she was 12 years old. Specializing in the vault and balance beam, Liukin joined the ranks of Mary Lou Retton and Shannon Miller as the only American gymnast to win five medals in the 2008 Beijing games.
Beyond the chalk, Liukin has a passion for acting and modeling. In addition to television and radio interviews, she has also been featured in a number of international and national advertising campaigns. She made a cameo appearance on the television show “Gossip Girl,” as well as a small role in the gymnastics-themed movie “Stick It.”