Textured haircare brand Mielle has launched a new partnership with the National Football League, marking the League’s first collaboration with a textured haircare company. 

The campaign aims to support the millions of NFL fans with textured hair—women now make up about half of the NFL’s fanbase—while addressing the unique hair challenges faced by athletes wearing helmets, including dryness, breakage and frizz.

The partnership expands Mielle’s growing footprint in professional sports and is designed to boost representation, access to high-quality care, and product innovation 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.”

The P&G brand says the collaboration gives Mielle a major platform to showcase the performance of its dermatologist-reviewed, Skin Health Alliance–accredited formulas under real athletic conditions.

“We’re honored 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 colors. And for millions of fans, that includes twisting, braiding, and caring for your textured hair before kickoff.”

The announcement is accompanied by a social-first campaign, including the viral “Passing the Phone” video moment featuring talents across the league from including players, executives and agents, to players’ families and on-air talent.