Mielle Partners with the NFL

This is huge news for textured hair care and sports fans alike! Mielle, the beloved Black-founded and woman-led haircare brand, has just inked a groundbreaking partnership with the National Football League (NFL). This marks the first time the NFL has officially partnered with a textured-hair care brand, celebrating the significant role women play in the league’s culture.

Celebrating a ‘Culture-Driving Force’

According to Mielle executives, women now make up half of the NFL fanbase, creating a powerful “culture-driving force” between the league and the brand. Tracie Rodburg, SVP of Global Partnerships for the NFL, expressed excitement about the collaboration, stating that Mielle’s commitment to performance, community, and empowerment aligns perfectly with the NFL’s mission to build lasting connections and celebrate self-expression.

This partnership is more than just a sponsorship; it’s a statement. Mielle President Omar Goff highlighted its significance, saying, “This partnership reinforces that textured hair isn’t a niche, it’s central to the culture, the preparation, and the game-day experience.” Together, they aim to expand access and create new possibilities for textured hair fans worldwide.

Mielle’s Impact and Reach

Founded in 2014 by CEO Monique Rodriguez, Mielle has rapidly grown into a global beauty powerhouse, known for its focus on healthier ingredients and a “root to results” philosophy. Acquired by Procter & Gamble (P&G) in January 2023, it continues to operate as an independent subsidiary. Mielle’s products are designed for all hair types and are available in over 100,000 stores nationwide.

For athletes with textured hair, this partnership is particularly relevant. Many face challenges like dryness, breakage, and frizz due to sweat and friction from helmets. Mielle’s high-performing ingredients are designed to protect curls and coils, offering a much-needed solution for players on and off the field.

A Social-First Campaign

To celebrate this new alliance, Mielle and the NFL have launched a social-first campaign. A key highlight is the viral “Passing the Phone” video, featuring a diverse cast including players, executives, agents, players’ families, and on-air talent. The video showcases how individuals express themselves on and off the field, further emphasizing the cultural connection.