“I want people to feel inspired and empowered to find what sparks that confidence for them—be it through fashion, sports, or the paint on your walls.”
Paige Bueckers
Point Guard
Dallas Wings
.…on being featured in Sherwin-Williams’ new “Loneliest Color” campaign.
Paige Bueckers has been in great demand since being drafted No. 1 overall by the Dallas Wings in the 2025 WNBA draft. Sadly, Sherwin-Williams’ Radiant Lilac SW 0074 hasn’t been much in demand at all. In fact, it’s the brand’s least popular color, with the fewest gallons created in 2024. Now, in an innovative marketing spin, AT&T is promoting Radiant Lilac as “The Loneliest Color”—and hoping Bueckers will make it as hot as her shooting hand.
The color nobody wanted? No way! Sherwin-Williams says Radiant Lilac is actually “a perfect blend of tradition and modernity” that inspires authenticity and reminds us that “true self-expression leaves a lasting impression.”
And the Wings’ famous new rookie agrees.
“When it comes to how I choose to express myself, I always stay true to me,” Bueckers said in a statement. “I love The Loneliest Color 2025 Radiant Lilac for the quiet confidence it conveys. Through my partnership with Sherwin-Williams, I want people to feel inspired and empowered to find what sparks that confidence for them—be it through fashion, sports, or the paint on your walls.”
Sherwin-Williams Director of Color Marketing, Sue Wadden; Dallas Wings Rookie Paige Bueckers; and Harlem couturier Dapper Dan [Photo: Sherwin-WIlliams]
Wednesday night, Bueckers debuted The Loneliest Color during her first professional career tunnel walk in her hometown of Minneapolis, in a game against the Minnesota Lynx.
Bueckers and Harlem couturier Dapper Dan, teamed up to mark the milestone with a custom fit, marking a first-of-its-kind moment for Dap, best known for his menswear designs and styling.
Sue Wadden, director of color marketing at Sherwin-Williams, said, “At its core, color is about making fearless decisions and finding beauty in the unexpected.”
“We’re always looking for ways to inspire consumers to take bold and unexpected approaches in their color choices,” Wadden added. “The Loneliest Color is exactly that—celebrating the unique, daring shades that have often been overlooked and would have been considered unconventional before.”
Sherwin-Williams said that much like Radiant Lilac SW 0074, women’s professional sports have long been overlooked—which is why the company decided this marketing stunt was an ideal fit.
For more of who said what about all things North Texas, check out Every Last Word.
Don’t miss what’s next. Subscribe to Dallas Innovates.
Track Dallas-Fort Worth’s business and innovation landscape with our curated news in your inbox Tuesday-Thursday.
R E A D N E X T
-
North Texas has plenty to see, hear, and watch. Here are our editors' picks. Plus, you'll find more selections to "save the date."
-
UT Dallas researcher Dr. Walter Voit transformed Minecraft’s 170-million-player universe into an advanced virtual training ground—for students and for AI agents tested by DARPA. His team’s Polycraft World uses gameplay to turn classroom theory into real-world expertise, covering topics from synthetic organic chemistry to nuclear plants to semiconductor facilities. Their new startup company, Pedegree Studios, has licensed the core technologies from the university to create a scalable digital pipeline for education and workforce development.
-
Combining cutting-edge research and real-world applications, the UT Dallas professor transforms public health with innovations in detection technology, including “a check engine light” for the human body. In collaboration with EnLiSense, the company she cofounded, Dr. Prasad combines chemistry with software and hardware to bring the technology to life as market-ready devices.
-
The southern half of Dallas County is home to just over 1.05 million residents. That’s about 40% of the total number of people who call Dallas County home—and roughly 200,000 more than the entire population of San Francisco. Coupled with the fact that Dallas-Fort Worth is emerging as a top life science market, as documented in a 2023 CBRE report, you can see why the DeSoto Development Corp. is including an 80-acre Life Sciences Innovation Core among its major projects. “In terms of economic development, research shows that it’s more effective when it happens regionally,” says Matt Carlson, DDC's chief…
-
A free, five-day celebration of entrepreneurship and innovation, Dallas Startup Week 2024 will be held August 11-15 in Frisco. Some 100 sessions and activations will be built around four compelling summits. The keynote speakers: a Grammy-winning musician and noted tech investor; an AI thought leader and best-selling author; "Shark Tank"-starring husband-and-wife "wine cocktail" brand co-founders; and a founding member of the legendary rap group NWA.
