Sophie Cunningham is keeping busy—both on and off the court. Just days before the Indiana Fever tip off one of the most anticipated seasons in franchise history, the veteran guard has announced a new partnership that adds to her growing list of brand collaborations.

On Wednesday, Cunningham revealed she has teamed up with European Wax Center, sharing the news on Instagram with a promotional video that highlights confidence, preparation, and self-care as key parts of her game-day routine. "Look good, feel good, play good," she wrote in the post. "European Wax Center is helping me feel amazing so I am confident in every situation life throws at me."

In the campaign video, Cunningham opened up about what it takes to perform at her best. "When I walk into a game, and everything just feels right, what got me there is all the behind-the-scenes that no one ever gets to see," she explained. "And that's what some people need in the world—just a little bit of confidence."

The partnership announcement comes at a time of surging excitement around the Fever, who are set to open the regular season against the Dallas Wings. With a revamped roster headlined by Caitlin Clark and Aliyah Boston, Indiana has drawn massive national attention—and Cunningham has emerged as one of the team's most recognizable personalities since arriving from Phoenix ahead of the 2025 season.

Playing alongside Clark has introduced Cunningham to an even larger audience, but it's her magnetic personality, active social media presence, and expanding brand portfolio that have made her a fan favorite. New teammate Monique Billings is also part of the European Wax Center collaboration, adding another layer to the Fever's growing off-court influence.

As Indiana prepares for a season filled with promise, Cunningham continues to prove that her impact extends far beyond the hardwood.