Mielle Becomes NFL's First Official Curl Care Partner, Redefining Hair Care in Sports
In a groundbreaking partnership, Mielle Organics, a rapidly growing curl care brand founded by women of color, has teamed up with the National Football League (NFL) to become its first official curl care partner. This innovative collaboration is set to shine a spotlight on the brand's high-performance natural products, entering locker rooms and extending into living rooms across America. With nearly half of NFL fans now identifying as women, this partnership taps into a significant cultural moment, celebrating athletes and fans alike.
The NFL's Senior Vice President of Global Partnerships, Tracie Rodburg, expressed enthusiasm about the collaboration, highlighting Mielle’s commitment to product efficacy and community building. The partnership aligns perfectly with the NFL's mission of fostering lasting connections in communities nationwide, while empowering athletes and fans to express themselves.
Curl care can be a challenge, particularly in the high-pressure world of sports. Mielle’s products are designed to combat common issues faced by curly-haired athletes, such as dryness, breakage, and frizz caused by sweat and friction from helmets. By leveraging its growing influence in the sports arena, Mielle aims to amplify its impact, providing curl athletes and fans with greater resources for quality hair care.
Mielle’s best-selling products, like their Rosemary Mint Oil, have already garnered over 75,000 five-star reviews. These accolades, paired with the rigorous safety testing and certification from the Skin Health Alliance, underscore the brand's commitment to quality and effectiveness. Mielle's founder and CEO, Monique Rodriguez, expressed pride in becoming the first curl care partner of the NFL. She emphasizes the cultural significance of football, symbolizing community, family gatherings, and the joy of sporting team colors. For millions of fans, preparing curls before a game is a deeply personal ritual.
Recognizing that curl care products can help athletes feel their most authentic selves, Mielle's President, Omar Goff, noted that this collaboration reaffirms that curly hair is not merely a niche concern, but rather an essential part of cultural identity and game day experience. This partnership opens doors for further possibilities and increased accessibility to quality resources for the global curl community.
In addition to the partnership, Mielle will launch a social media-centric promotional campaign, including the viral “Passing the Phone” series that showcases players, management, agents, and family members celebrating the on-field and off-field performances of both male and female athletes.
Founded in 2014 by Monique Rodriguez, Mielle has quickly ascended to become a notable global beauty brand. Their products focus on healthier ingredients and effective solutions for all hair types, making them accessible in 100,000 retail locations across the U.S., including major names like CVS, Target, and Walmart. Mielle’s journey reflects a wider trend of diversity and inclusion in beauty, resonating with consumers across 90 countries.
As the NFL continues its commitment to diversity, Mielle's partnership embodies a new wave of representation in sports and hair care. This collaboration not only highlights the importance of curly hair in the realm of athletics but also offers a platform for further conversations about identity, representation, and the empowerment of all communities involved in sports. Mielle is on a mission to redefine the standards of curl care, demonstrating that beauty and performance can go hand in hand, all while rooting for your favorite team.
In a world where the intersection of culture and sports is increasingly recognized, Mielle and the NFL are poised to make a significant impact. The collaboration not only enriches the NFL community, making it more inclusive but also amplifies the voices and needs of curly-haired athletes and fans, ensuring they are proud of their aesthetic both on and off the field.
The NFL's Senior Vice President of Global Partnerships, Tracie Rodburg, expressed enthusiasm about the collaboration, highlighting Mielle’s commitment to product efficacy and community building. The partnership aligns perfectly with the NFL's mission of fostering lasting connections in communities nationwide, while empowering athletes and fans to express themselves.
Curl care can be a challenge, particularly in the high-pressure world of sports. Mielle’s products are designed to combat common issues faced by curly-haired athletes, such as dryness, breakage, and frizz caused by sweat and friction from helmets. By leveraging its growing influence in the sports arena, Mielle aims to amplify its impact, providing curl athletes and fans with greater resources for quality hair care.
Mielle’s best-selling products, like their Rosemary Mint Oil, have already garnered over 75,000 five-star reviews. These accolades, paired with the rigorous safety testing and certification from the Skin Health Alliance, underscore the brand's commitment to quality and effectiveness. Mielle's founder and CEO, Monique Rodriguez, expressed pride in becoming the first curl care partner of the NFL. She emphasizes the cultural significance of football, symbolizing community, family gatherings, and the joy of sporting team colors. For millions of fans, preparing curls before a game is a deeply personal ritual.
Recognizing that curl care products can help athletes feel their most authentic selves, Mielle's President, Omar Goff, noted that this collaboration reaffirms that curly hair is not merely a niche concern, but rather an essential part of cultural identity and game day experience. This partnership opens doors for further possibilities and increased accessibility to quality resources for the global curl community.
In addition to the partnership, Mielle will launch a social media-centric promotional campaign, including the viral “Passing the Phone” series that showcases players, management, agents, and family members celebrating the on-field and off-field performances of both male and female athletes.
Founded in 2014 by Monique Rodriguez, Mielle has quickly ascended to become a notable global beauty brand. Their products focus on healthier ingredients and effective solutions for all hair types, making them accessible in 100,000 retail locations across the U.S., including major names like CVS, Target, and Walmart. Mielle’s journey reflects a wider trend of diversity and inclusion in beauty, resonating with consumers across 90 countries.
As the NFL continues its commitment to diversity, Mielle's partnership embodies a new wave of representation in sports and hair care. This collaboration not only highlights the importance of curly hair in the realm of athletics but also offers a platform for further conversations about identity, representation, and the empowerment of all communities involved in sports. Mielle is on a mission to redefine the standards of curl care, demonstrating that beauty and performance can go hand in hand, all while rooting for your favorite team.
In a world where the intersection of culture and sports is increasingly recognized, Mielle and the NFL are poised to make a significant impact. The collaboration not only enriches the NFL community, making it more inclusive but also amplifies the voices and needs of curly-haired athletes and fans, ensuring they are proud of their aesthetic both on and off the field.
Topics Consumer Products & Retail）
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