Mielle, a textured hair care brand owned by Procter & Gamble, has partnered with the National Football League (NFL) as its first Textured-Hair Care Partner. This partnership builds on Mielle’s existing presence in sports, including a multi-year partnership with the Women’s National Basketball Association (WNBA). The collaboration comes as women’s interest in the NFL is on the rise, with nearly half of the league’s fan base now female.
To kick off the partnership, Mielle is launching a social-first campaign featuring NFL players, executives, agents, on-air talent, and players’ families. The campaign aims to showcase the brand’s high-performing ingredients and products that protect and care for textured hair, which can be strained by sports activities. The partnership is seen as a “powerful stage” for Mielle to promote its products and values, which align with the NFL’s mission to build connections with communities and celebrate self-expression.
Mielle’s founder and CEO, Monique Rodriguez, expressed her excitement about the partnership, stating that football represents family, community, and self-expression for many fans. She emphasized the importance of textured hair care for fans who want to show up to games with confidence and style. Omar Goff, President of Mielle, added that the partnership reinforces the idea that textured hair is central to the culture and game-day experience, and that it’s not a niche but a vital part of the sport.
The partnership is expected to create new possibilities and expand access to textured hair care for fans around the world. The NFL’s Senior VP of Global Partnerships, Tracie Rodburg, welcomed Mielle as a partner, stating that the brand’s commitment to performance, community, and empowerment aligns with the league’s values. With this partnership, Mielle and the NFL aim to promote inclusivity, diversity, and self-expression, while providing high-quality hair care products to fans with textured hair. The collaboration is a significant step forward in promoting diversity and inclusion in sports, and it’s expected to have a positive impact on the textured hair care community.