CINCINNATI – Mielle, one of the fastest-growing, Black-founded, woman-led textured haircare brands, today announced a new campaign with the National Football League (NFL).
With women now making up about half of the NFL fanbase, this partnership forges a culture-driving force between the League and a textured hair care leader that is beloved by millions of women around the world, and helps textured-hair athletes, who experience sweat and friction under helmets that can cause dryness, breakage, and frizz. Building on Mielle's growing global presence in sports, the NFL partnership scales Mielle's impact to expand representation, access to high-quality care, and innovation for textured-hair athletes and fans.
"The NFL is excited to have Mielle, a brand that is committed to performance, community, and empowering fans and athletes, lean into the NFL partnership," said Tracie Rodburg, SVP Global Partnerships, NFL. "This partnership aligns with the league's mission to build lasting connections within our communities nationwide and celebrate the self-expression of our players and fans."
Physical activity is the ultimate torture test for textured hair, and this partnership with the NFL gives Mielle a powerful stage to prove how its high-performing ingredients and products protect curls and coils. Backed by rigorous safety testing and independent accreditation from the Skin Health Alliance, the world's leading skin health accreditation body, Mielle's dermatologist-reviewed formulas are beloved by millions worldwide, delivering real results even under pressure. The brand’s best-selling Rosemary Mint Oil alone, having more than 75,000 5-star reviews, reflects the real results that now come to the NFL stage.
"We're honored to be the first textured hair care partner of the NFL through our partnership with P&G," said Monique Rodriguez, Founder and CEO, Mielle. "For so many of us, football represents family and community. It's attending cookouts, tailgates, reconnecting with family and friends, and showing up in your favorite team colors. And for millions of fans, that includes twisting, braiding, and caring for your textured hair before kickoff."
"When textured hair products are in the locker room, players can show up as their full, authentic selves and leave with the same confidence they carry onto the field," said Omar Goff, President of Mielle. "This partnership reinforces that textured hair isn't a niche; it's central to the culture, the preparation, and the game-day experience. Together, we're creating possibilities and expanding access with textured hair fans around the world through one of the most powerful ecosystems in sports and media."
Mielle's portfolio, which includes fan-favorites like Rosemary Mint, Pomegranate & Honey, and Kalahari Melon & Aloe, was developed to deliver moisture, strength, and protection for textured hair, with performance that keeps you ready for every practice and game.
The announcement is supported by a social-first campaign, including the viral "Passing the Phone" video moment featuring talents across the league, from players, executives and agents, to players' families and on-air talent— celebrating how men and women show up on and off the field.
