Mielle + WNBA
For Mielle’s 10th anniversary, the goal was clear: empower Black women by addressing their unique haircare needs in the active worlds of sports and fitness. Mielle has built its legacy on sisterhood and textured hair solutions that work as hard as the women they’re made for — high-performing haircare for high-performing women.

What we did
We announced Mielle’s inaugural brand campaign, “From One Queen to Another,” celebrating empowerment and self-expression. The campaign featured college basketball star Angel Reese, gaining attention in outlets like People and The Grio.
To honor Black women in sports, we solidified Mielle as the champion of Black women in sports by announcing the brand as WNBA’s first official textured haircare partner. Supported by ambassadors A’ja Wilson and JuJu Watkins, the partnership was highlighted in NBC Sports, PopSugar, and Business of Fashion, with additional coverage in Allure, Women’s Health, and Adweek

The impact
The campaign delivered over 1.7 billion media impressions, including 585.4 million from the WNBA partnership announcement and 45.4 million through ambassadors A’ja Wilson and JuJu Watkins. Mielle emerged as both a premier haircare brand and a true advocate for women athletes, proving that high-performing products can champion high-performing women.
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1.7 billion+ media impressions
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585.4 million+ earned impressions from the WNBA partnership announcement.
