NFL Partnership With Mielle Marks a Major Moment for Textured Hair
Mielle, the Black-founded and woman-led haircare brand, has become the first official textured-hair care partner of the NFL. The partnership highlights the growing influence of women in football, as women now make up half of the NFL fanbase. This shift has created what Mielle leaders call a “culture-driving force” between the league and millions of women who love the brand.
NFL executives say the partnership is about more than products. It connects directly to community, confidence, and representation. “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,” said Tracie Rodburg, the NFL’s SVP of Global Partnerships.
Moreover, the deal positions textured hair at the center of football culture for the first time. It also reflects the NFL’s renewed push to highlight diverse voices and stories across the sport.
Black Woman Leadership and Beauty Innovation Power Mielle’s Rise
Founded in 2014 by CEO Monique Rodriguez, Mielle has grown into the fastest-growing Black-founded and woman-led global beauty brand. The company built its name by using healthier ingredients and a “root to results” approach loved by women with curls and coils. Since its acquisition by P&G in 2023, Mielle has continued to operate as an independent subsidiary, keeping its unique cultural identity intact.
Today, Mielle products are available in more than 100,000 stores nationwide, including top retailers like CVS, Ulta Beauty, Walgreens, and Walmart. Though rooted in Black beauty culture, Mielle creates products for people of all hair types and backgrounds, making the brand a household name.
The NFL partnership gives Mielle a new stage to demonstrate how its “high-performing ingredients” protect and strengthen textured hair. This is vital for athletes who face sweat, friction, and constant pressure under their helmets. Many struggle with dryness, breakage, and frizz, issues Mielle has spent years helping women solve.
Textured Hair Takes Center Stage in Sports Culture
Mielle leaders say the partnership sends a strong message: textured hair is not a niche. It is central to beauty, identity, and even athletic performance. “This partnership reinforces that textured hair isn’t a niche, it’s central to the culture, the preparation, and the game-day experience,” said Mielle President Omar Goff.
The company believes the collaboration will expand access to textured-hair education and products across the world. It also gives athletes with curls and coils a platform to be seen and supported in a new way. For many women—and especially Black women—this moment represents long-overdue recognition.
Furthermore, the announcement is backed by a vibrant, social-first campaign. The viral “Passing the Phone” video features NFL players, families, agents, and on-air personalities celebrating how they show up on and off the field. The campaign reflects the joy, pride, and confidence that textured hair brings to fans and athletes.
Why This Partnership Matters for Black Women and the Future of Beauty
Mielle’s partnership with the NFL is a powerful win for Black women who have shaped beauty culture for generations. It puts curls, coils, and textured hair in a national spotlight unlike anything before. It also acknowledges the influence of Black women in sports fandom, beauty trends, and cultural conversations.
Additionally, this move proves that Black woman–led brands can compete on the biggest global stages. By entering one of the strongest ecosystems in sports and media, Mielle is helping redefine what representation looks like in beauty partnerships.
As women continue to make up a significant part of the NFL audience, this collaboration shows the league’s growing commitment to inclusion. At the same time, it gives Mielle a space to uplift textured-hair fans nationwide and across the world.
