Mielle Partners with NFL as First Official Textured Hair Care Brand
Mielle, a leading name in textured hair care founded by Black women, has recently made headlines by becoming the first official partner of the National Football League (NFL) dedicated to textured hair care. This collaboration marks a significant milestone as women now represent nearly half of the NFL's fan base, paving the way for a more inclusive cultural movement within the league. Mielle's unique products are designed specifically to address challenges faced by athletes with textured hair, including issues caused by sweat and friction while wearing helmets, which can lead to dryness, breakage, and frizz.
The brand's commitment to performance and community is evident in this partnership, which not only amplifies Mielle's impact across the sports industry but also enhances the representation and accessibility of high-quality hair care for fans and athletes alike. 'We are excited to partner with Mielle, a brand that shares our commitment to performance, community, and empowerment,' said Tracie Rodburg, Senior VP of Global Partnerships at the NFL. 'This collaboration aligns with our mission to create lasting connections in all communities and celebrate personalexpression among our players and fans.'
The partnership presents a fantastic platform for Mielle to showcase how its high-performance products protect and enhance curls, making them perfect for active lifestyles. Backed by thorough safety testing and the independent accreditation from the Skin Health Alliance, Mielle’s dermatologist-reviewed formulas have garnered acclaim from millions worldwide.
Among their popular offerings is the best-selling Rosemary Mint Oil, which has accumulated over 75,000 five-star reviews, demonstrating proven results even under demanding conditions. 'We are honored to be the NFL's first textured hair care partner through our collaboration with PG,' expressed Monique Rodríguez, Founder and CEO of Mielle. 'For many, football embodies family and community, from tailgate parties to cheering on teams while showing support for our favorite colors. For millions of fans, this includes caring for their textured hairstyles before game day.'
Mielle’s approach goes beyond product sales; it signifies a cultural shift in how textured hair is perceived and cared for, especially in environments like the NFL. Omar Goff, President of Mielle, pointed out that when hair care products are available in locker rooms, players can present their most authentic selves with confidence both on the field and off.
This collaboration underscores the narrative that textured hair is not merely a niche topic; it is pivotal to the culture, preparation, and overall experience for game day. By joining forces with the NFL, Mielle creates opportunities to increase access for fans with textured hair through one of the sports industry's most influential platforms.
Mielle’s product lineup, which features beloved selections like Rosemary Mint, Pomegranate Honey, and Kalahari Melon Aloe, aims to deliver hydration, strength, and protection tailored to the needs of textured hair, ready for every practice and game.
As a reflection of this partnership, a vibrant social media campaign has been launched, featuring a viral video moment titled 'Passing the Phone' showcasing talents from across the league—including players, executives, agents, and their families—celebrating how individuals present themselves both on and off the field.
Founded in 2014 by Monique Rodríguez, Mielle stands as the fastest-growing beauty brand globally founded and led by Black women. The brand emphasizes healthy, effective ingredients, embracing a 'from root to results' philosophy. Mielle has gained immense popularity, with orders shipping to over 90 countries worldwide and products available in more than 100,000 stores across the United States, including retailers such as CVS, HEB, Rite Aid, Sally Beauty, Target, Ulta Beauty, Walgreens, and Walmart.
This groundbreaking partnership with the NFL not only signifies Mielle's growth trajectory but is also a pivotal moment for the representation of textured hair in sports, ensuring that the needs of a diverse fan base are acknowledged and catered to.
The brand's commitment to performance and community is evident in this partnership, which not only amplifies Mielle's impact across the sports industry but also enhances the representation and accessibility of high-quality hair care for fans and athletes alike. 'We are excited to partner with Mielle, a brand that shares our commitment to performance, community, and empowerment,' said Tracie Rodburg, Senior VP of Global Partnerships at the NFL. 'This collaboration aligns with our mission to create lasting connections in all communities and celebrate personalexpression among our players and fans.'
The partnership presents a fantastic platform for Mielle to showcase how its high-performance products protect and enhance curls, making them perfect for active lifestyles. Backed by thorough safety testing and the independent accreditation from the Skin Health Alliance, Mielle’s dermatologist-reviewed formulas have garnered acclaim from millions worldwide.
Among their popular offerings is the best-selling Rosemary Mint Oil, which has accumulated over 75,000 five-star reviews, demonstrating proven results even under demanding conditions. 'We are honored to be the NFL's first textured hair care partner through our collaboration with PG,' expressed Monique Rodríguez, Founder and CEO of Mielle. 'For many, football embodies family and community, from tailgate parties to cheering on teams while showing support for our favorite colors. For millions of fans, this includes caring for their textured hairstyles before game day.'
Mielle’s approach goes beyond product sales; it signifies a cultural shift in how textured hair is perceived and cared for, especially in environments like the NFL. Omar Goff, President of Mielle, pointed out that when hair care products are available in locker rooms, players can present their most authentic selves with confidence both on the field and off.
This collaboration underscores the narrative that textured hair is not merely a niche topic; it is pivotal to the culture, preparation, and overall experience for game day. By joining forces with the NFL, Mielle creates opportunities to increase access for fans with textured hair through one of the sports industry's most influential platforms.
Mielle’s product lineup, which features beloved selections like Rosemary Mint, Pomegranate Honey, and Kalahari Melon Aloe, aims to deliver hydration, strength, and protection tailored to the needs of textured hair, ready for every practice and game.
As a reflection of this partnership, a vibrant social media campaign has been launched, featuring a viral video moment titled 'Passing the Phone' showcasing talents from across the league—including players, executives, agents, and their families—celebrating how individuals present themselves both on and off the field.
Founded in 2014 by Monique Rodríguez, Mielle stands as the fastest-growing beauty brand globally founded and led by Black women. The brand emphasizes healthy, effective ingredients, embracing a 'from root to results' philosophy. Mielle has gained immense popularity, with orders shipping to over 90 countries worldwide and products available in more than 100,000 stores across the United States, including retailers such as CVS, HEB, Rite Aid, Sally Beauty, Target, Ulta Beauty, Walgreens, and Walmart.
This groundbreaking partnership with the NFL not only signifies Mielle's growth trajectory but is also a pivotal moment for the representation of textured hair in sports, ensuring that the needs of a diverse fan base are acknowledged and catered to.
Topics Consumer Products & Retail）
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