New Mielle deal
Earlier this week, the WNBA announced its newest multi-year partnership with Mielle, making the Black-founded and women-led beauty brand the official textured hair care partner of the league.
Mielle is hitting the ground running as an associate partner of WNBA Live. The brand will conduct WNBA-themed marketing and retail programs, as well as an integrated cross-promotional campaign across the league’s partners, digital assets and social media platforms.
“We have been trying to find the right partner for us in the textured hair care space, and Mielle was just acquired by P&G so they’re blowing up everywhere,” said Edison. “It’s awesome that they’re coming on board and activating at Live and showing up in a meaningful way.”
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