A perfect match!
The Women’s National Basketball Association (WNBA) just announced that Black woman-founded hair care brand Mielle Organics is its newest official partner, AfroTech reports. The news is historic, making the brand the league’s first ever textured hair care partner. Mielle founder Monique Rodriguez took to social media to share the good news and the company’s excitement about the partnership.
“When it comes to embracing beautiful, naturally textured hair, we don’t play!...We are dedicated to the empowerment of women and enabling beauty on and off the court,” wrote Rodriguez.
The multi-year partnership will spark Mielle led events that empower women through WNBA-themed marketing, retail programs and new sponsored products. Mielle will work as an associate partner of WNBA Live presented by U.S. Bank, involved in promotional campaigns that bring exposure to the league’s media partners across WNBA digital assets and social media.
“We’re excited to partner with the WNBA to celebrate the best women’s basketball talent in the world. Mielle… 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,” said Mielle President Omar Goff via statement.
The move comes during a time where women’s basketball is finally getting its just due. From Candace Parker’s historic accomplishment a few years back as the first WNBA player to be featured on the NBA 2K game cover, to Renee Montgomery’s transition from player to owner of a WNBA team, and the new “Unrivaled” offseason league recently announced by current WNBA star Napheesa Collier. Women’s basketball is getting renewed energy from fans and players alike and as the ladies take their rightful places at the table, it’s only right that the league’s partners and future promotional activations keep the same energy. That’s why the partnership with Mielle makes so much sense.
“This multi-year partnership with the league allows us to stay true to our commitment. We can’t wait for y’all to see all that we have in store!,” Rodriguez added.
The partnership recently kicked off on July 15th at the 2023 AT&T WNBA All-Star Game in Las Vegas. Goff took to social media to share footage from the Mielle Organics gifting suite, players ecstatic as they opened their bag of goodies.
“Is this a bonnet?!,” one of the players said excitedly.
“This is actually perfect!,” another added.
Goff expressed how good it felt to know that the company was actually fulfilling a need for players on the road, one they may not have even realized was missing before.
“What a joy it has been to see the genuine love and appreciation of the partnership…from the players, the league and our mavens! We sincerely appreciate you,” wrote Goff.
Congratulations to the entire Mielle family!
Cover photo: Mielle Organics Makes History As The WNBA’s First Textured Hair Care Partner/Photo Courtesy of MielleOrganics/Instagram