WEST LAFAYETTE—Purdue University is the official university partner of Sunnie, a multiplatform media brand geared toward Gen Z girls and young women. Hello Sunshine, founded by award-winning actress, author, and entrepreneur Reese Witherspoon, created a new media, lifestyle, and experiential brand.
The new platform — built by and made for Gen Z girls and women — strives to amplify female voices and empower them to live up to their potential through storytelling across platforms, including experiential, digital content, and editorial. Sunnie aims to build community among Gen Z girls and young women, emboldening them to imagine possible careers, including in STEM fields.
Powered by Purdue’s commitment to accessibility and academic rigor in science, technology, engineering, and mathematics, the university will help design curricula that not only respond to the demands of the evolving tech workforce but also engage and inspire Gen Z girls by aligning with their academic interests, personal values, and creative passions.
“Purdue and Hello Sunshine share a powerful belief that when girls can see paths forward that reflect their interests, their dreams, and their potential, there’s no limit to what they can imagine or achieve,” said Kelly Hiller, chief marketing officer for Purdue University. “At a time when social media can so profoundly shape how girls see themselves and their futures, we are excited to support a space that replaces pressure with positivity, where storytelling meet passions, like STEM, and girls are inspired to see themselves as confident, curious, and capable of shaping the future.”
Sunnie’s national brand launch and the Purdue partnership were announced Wednesday (June 18) at the Cannes Lions International Festival of Creativity in Cannes, France. The festival, often described as the “Oscars of the advertising world,” is one of the most prestigious global events in the fields of advertising, marketing, communications, and creative media.
“Gen Z isn’t waiting for permission — they’re boldly shaping culture, community, and conversation in ways that are deeply intentional and inspiring,” said Maureen Polo, head of Direct-to-Consumer at Hello Sunshine. “That’s why we’re so excited to partner with Purdue University as the official university partner of Sunnie. Their team has been instrumental in helping launch this exciting venture for Hello Sunshine. Purdue’s commitment to research, innovation, and student empowerment aligns perfectly with our mission to create spaces where young women feel truly seen, heard, and supported.”
As part of the new collaboration, Sunnie and Purdue will codevelop custom content, engaging curriculum, and online resources that will serve as a “playbook” centered around relevant subject matters, such as the building blocks for a STEM career. In addition, Purdue will participate in IRL (in real life) events planned to add a deeper layer of connection and community to the initiative.
The platform will also offer continuing education opportunities for Gen Zers’ caregivers, including certification programs through Purdue University’s online programs.
This partnership reinforces Purdue’s national leadership in STEM by focusing on modern, culturally relevant areas and aligning directly with the university’s institutional priorities to expand access, drive enrollment, and cultivate the next generation of trailblazers.
“The path to innovation begins long before college,” said Lucy Flesch, Frederick L. Hovde Dean of the College of Science. “As a scientist and an educator, I’ve seen how early exposure to STEM can spark ambition and agency, especially for girls who may not yet see themselves in these fields. It’s important to show them how it can connect to their passions — we unlock potential that might’ve otherwise gone unseen.”
Amplified by Purdue’s colleges of Engineering and Science, Purdue Polytechnic Institute, and the Mitch Daniels School of Business, Purdue has the largest undergraduate STEM enrollment of any top 50-ranked university in the country.
“This directly supports a five-year goal of making Purdue the most desired STEM destination for young women,” said Arvind Raman, the John A. Edwardson Dean of the College of Engineering.
“Gen Z girls are growing up in a world shaped by technology, and we want them not just to keep up, but to lead.”
Industry partnerships are a hallmark of excellence for Purdue University and Purdue Brand Studio, the university’s in-house marketing agency. They play a central role in advancing the university’s mission of innovation, impact, and intellectual leadership on a national and global scale.
Recent key industry partnerships
Brand collaborations
- Leveraging the momentum of Taylor Swift’s “Eras Tour” last November in Indianapolis, Purdue hosted “In Our STEM Era,” an immersive event in partnership with global beauty company e.l.f. Cosmetics, which attracted over 10,000 attendees.
- Purdue Brand Studio produced and premiered its first-ever feature film. “Boilers to Mars” follows the academic and professional careers of four fictional Purdue students who ultimately take part in a historic first mission to Mars. The film was supported by SpaceKids Global, an organization that aims to inspire and empower young people by introducing them to the range of careers available in space exploration and technology.
- In April 2024, Purdue collaborated with two globally recognized brands — the Indianapolis Motor Speedway and NASA — for the Total Solar Eclipse Viewing Event. The interactive outdoor event, held at the famed raceway, was the largest single day of earned media exposure in Purdue history.
Scientific alliances
- In May, Eli Lilly and Company committed $250 million to an eight-year research partnership with Purdue, focusing on AI-driven drug discovery, development, and manufacturing.
- In January, Purdue announced the Young Institute Pharmaceutical Manufacturing Consortium in partnership with Lilly and Merck & Co. Inc. to revolutionize pharmaceutical manufacturing.
- Purdue and Elanco Animal Health are co-developing the One Health Innovation District in Indianapolis. The initiative will advance knowledge and innovation related to animal, human, and plant well-being through novel interdisciplinary initiatives and partnerships with industry.
