Mielle, the fast-growing Black-founded and woman-led textured haircare company owned by P&G, has announced a new partnership with the National Football League (NFL), becoming the League’s first official textured-hair care partner.
The agreement comes at a time when women account for roughly half of the NFL’s fanbase. The collaboration brings together the League and a globally recognised textured haircare brand, aiming to support athletes who face increased dryness, breakage and frizz caused by sweat and friction under helmets. It also expands Mielle’s reach in professional sport, as the company looks to widen access to high-quality textured-hair products and representation for both 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.”
The company said the demands of sport are a significant challenge for textured hair, positioning the NFL as a major platform to highlight the effectiveness of its products. Mielle’s range is dermatologist-reviewed and backed by independent accreditation from the Skin Health Alliance. Its best-selling Rosemary Mint Oil has amassed more than 75,000 five-star reviews, which the brand says reflects its performance even in intense conditions.
“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 of 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.”
Omar Goff, President of Mielle, said access to appropriate products within team environments plays an important role. “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,” he said. “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 product lineup includes well-known ranges such as Rosemary Mint, Pomegranate & Honey, and Kalahari Melon & Aloe, all designed to strengthen, hydrate and protect textured hair, with formulas intended to withstand demanding training and match environments.
The announcement is being supported by a social-led campaign, which features a “Passing the Phone” video moment highlighting individuals from across the League. The piece includes players, executives, agents, families and on-air personalities, celebrating how both men and women show up on and off the field.
