The American professional basketball league, the Women’s National Basketball Association (WNBA) has inked a multi-year partnership with Mielle.
With this deal, the leading woman-led beauty brand is set to serve as the official marketing partner and the official textured hair care partner of the league.
WNBA Chief Growth Officer Colie Edison, commented, “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.”
Mielle, whose goods are sold in more than 100,000 outlets across the US, will make use of the WNBA’s cultural resonance among its multicultural following to attract current and potential customers. The collaboration will begin with the 2023 AT&T WNBA All-Star Game, which will be held on Saturday, July 15 at Michelob Ultra Arena in Las Vegas.
In the lead-up to the 2023 AT&T WNBA All-Star Game, Mielle will be an associate partner of WNBA Live presented by U.S. Bank. This event gives fans the chance to commemorate the league’s most memorable moments, teams, and players as well as the intersection of the WNBA, fashion, music, and culture.
During the fan festival on July 14–15 at Mandalay Bay, Mielle will present an entertaining on-site engagement as a partner of WNBA Live that will feature a sampling of their latest collection and player meet-and-greet possibilities.
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.”
Throughout the duration of the collaboration, Mielle will show its dedication to encouraging and empowering women by participating in major gatherings like WNBA Live, running WNBA-themed marketing and retail initiatives, and exposing players to their new favourite Mielle goods. Along with developing an integrated cross-promotional campaign, Mielle and the WNBA will also develop digital assets for the league, including the WNBA App and WNBA.com, in addition to the league’s social media platforms.
Furthermore, this campaign will offer brand exposure throughout the league’s media partners and online properties. At the 2023 AT&T All-Star Game, virtual signage will also be used as part of this comprehensive strategy.