Eagles quarterback Jalen Hurts added a Black woman-led hair care brand to his endorsement portfolio
The Birds QB is featured in Mielle's "Can't Miss It" campaign. The brand is the NFL's first official textured hair care partner.
Jalen Hurts has built an endorsement portfolio spanning sneakers, soda, watches, and headphones. Now, the Eagles quarterback is adding hair care to the list.
Mielle announced Tuesday that Hurts and Houston Texans defensive end Will Anderson Jr. are the newest faces of the brand, expanding a partnership that made Mielle the NFL’s first official textured hair care partner last year.
The Black-founded, woman-led company is using the two NFL stars to push further into men’s grooming, placing routines familiar to Black men and others with textured hair on one of sports’ largest marketing stages.
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Hurts is featured using Mielle’s Rosemary Mint pomade-to-oil scalp and hair quencher as part of the company’s new “Can’t Miss It” campaign, which falls under its broader “Tested by Real Life” platform.
“Even with a bald fade, there’s still a detailed amount of preparation that goes into my grooming,” Hurts said in a news release. “Taking care of my hair and scalp is part of that routine, and having trusted products … helps me feel put together and ready for whatever the day brings.”
The campaign centers on the preparation behind both players’ routines. Mielle said the stories are built around routine, community, discipline, and consistency — connecting the work the players put into football with the care they put into grooming.
Anderson’s portion of the campaign has a family connection. The Texans star said growing up as the youngest sibling and only boy in his family, his sisters emphasized hygiene and grooming. He credited his sister, Tiera, with teaching him how to care for his hair.
The campaign also highlights some of the challenges football can pose for people with textured hair. Mielle senior hair scientist Kierston Jackson said sweat and friction from helmets can affect scalp health, moisture, and hair strength.
For Mielle, that puts a football-specific spin on a grooming routine that long predates the partnership.
“Guys with textured hair have always had routines, standards, and pride in how they show up,” founder Monique Rodriguez said. “Partnering with Jalen and Will allows us to bring that lived experience to one of the biggest stages in sports.”
Mielle, which was founded in 2014, became the NFL’s first official textured hair-care partner in November 2025. The company already had carved out a place in sports through the WNBA, when it became that league’s first official textured hair-care partner in 2023. The brand has also worked with athletes and programs including Atlanta Dream star Angel Reese and Howard University’s swimming and diving team.
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For Hurts, it is another addition to an endorsement portfolio that has expanded alongside his profile as the Eagles’ franchise quarterback.
He became the first NFL player to partner with Sprite last year, starring in the soft drink’s revived “Obey Your Thirst” campaign. Hurts also has developed into one of the faces of Jordan Brand’s football operation since signing with the company in 2023, appearing in national campaigns and helping promote the brand in Philadelphia and beyond.
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Forbes lists American Express, Beats by Dre, Breitling, Burberry, Fanatics, General Mills, Lincoln Financial, and Nike among the companies in Hurts’ sponsor portfolio. Hurts ranked among Forbes’ highest-paid NFL players this year, with the publication estimating his total earnings at $56.5 million as of September.
That growing commercial footprint follows an approach Hurts has described as selective. In a 2023 interview with The Inquirer, he said he had never wanted to force endorsement opportunities, instead looking for partnerships that aligned with his values and felt authentic to him.
Different year, different offensive coordinator, yet still, it feels like Déjà vu all over again. The Eagles had little margin for error Sunday vs. the Rams because of injuries. They played hard despite being shorthanded, but in the end, couldn’t put the Rams away, mainly because of poor execution on offense. Why hasn’t Sean Mannion's scheme clicked? How culpable are head coach Nick Sirianni and quarterback Jalen Hurts in the offensive rut the Eagles find themselves in? The Inquirer's Jeff McLane and David Murphy analyze the fallout from the 24-20 loss to L.A. Listen here.
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