Mielle named as WNBA’s first textured hair care partner

By Alessandro Carrara | Published: 17-Jul-2023

The hair care brand will create and promote content across the Women’s National Basketball Association’s social media platforms

Mielle has been named as the Women’s National Basketball Association’s (WNBA) first textured hair care partner.

The multi-year deal will see the P&G-owned hair care brand develop a WNBA-themed marketing campaign and retail programmes.

Mielle will also create and promote content across the league’s social media platforms and the WNBA app and official website.

The partnership officially began during the WNBA’s All-Star Game in Las Vegas on 15 July.

“This year’s WNBA Live in Las Vegas will not only give us the chance to celebrate our game, but also the opportunity to tip off this dynamic partnership with Mielle,” said WNBA Chief Growth Officer Colie Edison.

Mielle was also appointed as an associate partner of WNBA Live, the league’s two-day interactive fan festival which took place between 14 and 15 July.

During the event, the brand showcased its product range and organised a stand for visitors to meet and speak with players.

“Mielle was founded by queen Monique Rodriguez and is committed to ensuring the queens on the court have superior products to confidently embrace their natural hair beauty,” added Omar Goff, President at Mielle.

“The WNBA partnership enables Mielle to empower players through exceptional hair care.”

The WNBA’s partnership with Mielle is the league’s second collaboration with a beauty brand, after Glossier teamed up with members in 2020 for a body positive campaign.

Glossier tasked the sportswomen with creating a self-shot video during the Covid-19 lockdown.

"We’ve also found Body Heroes in a group of women who have used their voices and bodies to drive change in their sport and in the world: the women of the WNBA,” said Ali Weiss, SVP of Marketing of Glossier at the time.

"They’re a community with a long history of championing equality and challenging the status quo, and watching them lead by example on and off the court in 2020 has been nothing short of awe-inspiring."

Rising basketball star Angel Reese was also appointed as Mielle’s new ambassador in May 2023, which was the first beauty partnership for the athlete.

Reese will feature across the brand’s marketing and social media, and said she is aiming to bridge the gap between sports and beauty.

She is a National Collegiate Athletic Association player and a member of the Louisiana State University Lady Tigers.

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