The Women’s National Basketball Association (WNBA) has announced a multi-year partnership with Mielle, where it will be an official marketing partner and the official textured hair care partner of the league.
Mielle will leverage the WNBA’s cultural relevance among its diverse fanbase to reach current and future customers.
Mielle was an associate partner of WNBA Live, the league’s two-day interactive fan festival held July 14-15, 2023, which leads up to the 2023 AT&T WNBA All-Star Game.
As a partner of WNBA Live, Mielle hosted an on-site activation including sampling of their newest collection and player meet-and-greet opportunities during the fan festival.
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.
Earlier this year, Mielle named NCAA athlete and LSU basketball star, Angel Reese, its ambassador.
Colie Edison, WNBA chief growth officer, said, "The WNBA is excited to partner with Mielle, a brand that is committed to empowering women and supporting women’s sports. 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."
Omar Goff, president at Mielle, said, "We’re excited to partner with the WNBA to celebrate the best women’s basketball talent in the world. 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.”
