We live in an era where diversity, inclusion, and representation matter even more. Not to say it was never important because it was and will forever be, but the power of digital media (especially social media) has allowed so many to express its importance to the masses, tenfold. Organizations, like the WNBA, have become exponentially more active in rightfully representing their athletes. And their latest business move proves it. Today, the WNBA has announced their multi-year partnership with Mielle, a Black-founded and women-led beauty brand. With the new deal, Mielle is now an official marketing partner and the official texture hair care partner of the league.
“The WNBA is excited to partner with Mielle, a brand that is committed to empowering women and supporting women’s sports,” said WNBA Chief Growth Officer Colie Edison. “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.”
As the Official Textured Haircare Partner, Mielle, whose products can be found in more than 100,000 stores across the U.S., will leverage the WNBA’s cultural relevance amongst its diverse fanbase to reach current and future customers. The partnership will tip off with the 2023 AT&T WNBA All-Star Game, taking place at Michelob Ultra Arena in Las Vegas on Saturday, July 15.
New partnership with @MielleOrganics goin’ CRAZY 🤪
— WNBA (@WNBA) July 13, 2023
The 2023 #WNBAAllStars were gifted Mielle goodie bags and it’s safe to say they’re a hit 💁♀️ pic.twitter.com/3Ga7RChg1e
“We’re excited to partner with the WNBA to celebrate the best women’s basketball talent in the world,” says Omar Goff, President at Mielle. “Mielle was founded by Monique Rodriguez and is committed to ensuring the queens on the court have superior products to confidently embrace their natural hair beauty. Mielle was built on the foundation of providing high quality, natural products for textured hair. The WNBA partnership enables Mielle to empower players through exceptional hair care.”
Throughout the partnership, Mielle will demonstrate its commitment to supporting and empowering women by activating at tentpole events like WNBA Live, conducting WNBA-themed marketing and retail programs, and introducing players to their new, favorite Mielle products. Mielle and the WNBA will also create an integrated cross-promotion campaign that will feature brand exposure across the league’s media partners and the WNBA’s digital assets, including WNBA App and WNBA.com, as well as the league’s social media platforms.
