Mielle named first Textured-Hair Care Partner for NFL

By Lollie Hancock | Published: 27-Nov-2025
Hair Care Marketing

The P&G-owned hair care brand joins the National Football League (NFL) in a new partnership as it showcases its high-performance, natural products on and off the pitch

Textured hair care brand Mielle has announced a new campaign with the National Football League (NFL).

The Procter & Gamble-owned brand joins the NFL as its first Textured-Hair Care Partner, building on its global presence in sports, including a multi-year partnership with the Women’s National Basketball Association (WNBA).

The partnership comes as an increasing number of women are interested in the sport, with women now accounting for almost half of the NFL fan base.

Mielle is kick-starting the partnership with a social-first campaign featuring NFL players, executives, agents, on-air talent and players’ families.

"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, Senior VP, 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."

The brand recognises the strain sport can have on textured strands, and calls the partnership a “powerful stage to prove how its high-performing ingredients and products protect curls and coils”.

Mielle’s founder and CEO, Monique Rodriguez, said: “We are honoured to be the first textured hair care partner of the NFL through our partnership with P&G," 

“For so many of us, football represents family and community. 

“It is attending cookouts, tailgates, reconnecting with family and friends, and showing up in your favourite team colours. 

“And for millions of fans, that includes twisting, braiding, and caring for your textured hair before kickoff."

Omar Goff, President, Mielle, added: “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.

"This partnership reinforces that textured hair is not a niche, it is central to the culture, the preparation, and the game-day experience. 

“Together, we are creating possibilities and expanding access with textured hair fans around the world through one of the most powerful ecosystems in sports and media."

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