WNBA Accounces Partnership With Hair-Care Brand Mielle

On July 14, the Women’s National Basketball Association (WNBA) announced a multi-year partnership with hair-care brand Mielle, making it the official textured hair-care partner of the WNBA. Fans have been wondering for some time why there’s been a lack of beauty sponsorships in women’s basketball, and this announcement comes shortly after Mielle announced its partnership with Louisiana State University college basketball player Angel Reese in May.

“The WNBA is excited to partner with Mielle, a brand that is committed to empowering women and supporting women’s sports,” WNBA Chief Growth Officer Colie Edison commented in a press release. “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.”

The collaboration kicked off on July 15 at the WNBA All-Star game in Las Vegas. During the duration of the partnership, Mielle will be activating at key events, running WNBA-themed marketing and retail programs, and introducing players to the brand’s products, according to the press release.

“We’re excited to partner with the WNBA to celebrate the best women’s basketball talent in the world,” Omar Goff, president at Mielle, said. “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. 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.”