Sweat, helmet and long hours on the field take a toll on natural curls and coils. Black‑founded, women‑led hair care brand Mielle’s formulas aim to meet that challenge — as the first textured hair sponsor of the NFL.
Mielle Organics Becomes NFL Textured Hair Partner
Textured hair refers to hair that has a natural curl, wave or kink to it. This type of hair varies from loose waves to tight curls or coils and it tends to be thicker and more prone to dryness, as the natural oils from the scalp have a harder time travelling down the twists and turns of the hair. Athletes with textured hair need proper haircare to maintain moisture, prevent breakage, and manage the effects of sweat, friction and frequent washing. This ensures their hair stays healthy, strong, and manageable despite intense physical activity.
Procter & Gamble owned haircare brand Mielle Organics comes to athletes’ rescue by partnering with the National Football League to become its textured hair sponsor. The partnership will stock Mielle products in NFL locker rooms, and the brand will run court-side marketing alongside advertisements and social content featuring players sports personalities, like a video announcing the news featuring sportscaster MJ Acosta Ruiz and former quarterback Mike Vick. Other integrations will involve players, cheerleaders, WAGS and new Draft picks.
With women now making up a significant part of the NFL fanbase, this partnership forges a culture-driving force between the League and a textured hair care leader, aspiring to help textured-hair athletes, who experience sweat and friction under helmets that can cause dryness, breakage and frizz. Building on Mielle’s growing presence in sports, the NFL partnership scales Mielle’s impact to expand representation, access to high-quality care 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 a test for textured hair, and this partnership with the NFL gives Mielle a powerful stage for its high-performing products protect curls and coils. Backed by safety testing and independent accreditation from the Skin Health Alliance, Mielle’s dermatologists-reviewed formulas are beloved by millions around the world, with results under pressure.
“We’re honoured 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 colours. 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.”
The announcement is supported by a social-first campaign, including the viral “Passing the Phone” video featuring players, executives and agents, players’ families and on-air talent. Mielle joins Head and Shoulders, which has sponsored the NFL for the past ten years.
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How Athletes Should Care For Textured Hair
Athletes with textured hair face hair-care challenges due to sweat, exposure to different weather conditions, and the frequent use of protective styles. However, with the right routine, textured hair can stay soft, shiny and healthy. Athletes should adopt a hair care regimen that nourishes, protects, and maintains hair integrity, even with intense physical activity.
10 Tips for Athletes to Care for Textured Hair:
-Wash hair with a sulfate-free shampoo to remove sweat and product buildup without stripping natural oils.
-Use a deep conditioner to restore moisture after intense workouts that dry out textured hair.
-Opt for braids, twists or buns to prevent tangling and breakage during physical activity.
-Keep hair hydrated by using leave-in conditioners and hydrating sprays before and after workouts.
-Avoid rubbing hair with a towel; instead, blot it gently to prevent frizz and breakage.
-Maintain a clean, healthy scalp with scalp massages and natural oils to stimulate hair growth.
-Use heat-protectant sprays before styling with heat tools to prevent damage from high temperatures.
-After exercise, rinse hair with cool water to close the cuticle and reduce frizz.
-Incorporate protein-rich treatments into the routine to strengthen hair after tension from styles.
-Wear a scarf or bonnet to preserve moisture and protect hair from friction during sleep.
About Mielle Organics
Mielle is the fastest growing Black-founded, women-led global beauty brand that emphasises healthier ingredients and a “root to results” approach. Founded in 2014 by Monique Rodriguez, a registered nurse, wife, and mother of two who set out to share her hair care story, Mielle quickly grew from a vision to a global beauty brand with a presence in eighty-seven countries.
Mielle believes healthy ingredients are the foundation of healthy hair. “Our formulas are backed by science and enriched with clean, effective botanicals that help strengthen, nourish, and protect your strands” per the website. “We celebrate all textures and honour every styling choice, from twist-outs and wash days to silk presses and protective looks. We build trust through education, show up for our community, and always create with care so you can wear your hair with confidence and pride.”
About P&G
P&G was founded 180 years ago as a soap and candle company. Today, it is the largest consumer goods company and home to iconic, trusted brands that make life easier in small, meaningful ways.P&G serves consumers around the world with a strong portfolios of leadership brands including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®.
Per the website: “At P&G, consumers are at the heart of everything we do. We strive to deeply understand their needs, identifying opportunities to improve their daily lives in meaningful ways. We listen intently, observe closely, and ask the right questions to uncover the whys behind their actions. This leads to superior experiences and creating new technology that grows categories.”
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
