Dallas Haircare Brand Divi Partners With Brittany Mahomes for 2025 NFL Season

Taylor Swift and Travis Kelce blew up Instagram last week when their engagement announcement rocked the world. That means Swift's close pal Brittany Mahomes—wife of K.C. Chiefs QB Patrick Mahomes—is likely to get more cutaway shots than ever during NFL games this fall. Here's how Dallas-based Divi aims to be part of her "game-day glam."

Brittany Mahomes is famous for two things: being married to Super Bowl-winning Kansas City Chiefs QB Patrick Mahomes, and being a close friend of pop superstar Taylor Swift. (Not necessarily in that order.) Both are buzz-worthy reasons why Dallas-based haircare brand Divi has made Brittany a brand partner for the 2025 NFL season.

Founded in 2021 by CEO Dani Austin and her husband Jordan Ramirez, Divi is a scalp and hair health brand focused on “a holistic approach to hair wellness.” Following Austin’s experience with hair loss, the couple say they aimed to create a brand rooted in “transparency, community, and results.” One result came last November, when Norwest—a Menlo Park, California-based VC and growth equity investment firm—made a minority investment in Divi.

Founder aims to leverage Mahomes’ ‘game-day glam’

Divi Scalp & Hair Health founder Dani Austin [Photo: Divi]

Since Taylor Swift first began dating K.C. Chiefs tight end Travis Kelce, the team’s NFL broadcasts have seen spikes in viewership—with “Swifties” everywhere waiting through the football stuff to spy Taylor Swift sitting next to Brittany Mahomes in a skybox. (Divi noted that viewership among women ages 18–49 surged by 63% during last year’s Chiefs-Bears game.)

Then, a week ago today, Swift and Kelce announced their engagement on Instagram. That’s likely to increase the cutaways to Swift during 2025 Chiefs games—to the dismay of many hard-core NFL fans—with Mahomes almost certain to be in the near vicinity.

And Divi will be there too, in a sense. The Dallas-based brand said that from “game day glam” to her self-care routine at home, Mahomes will be spotlighting her favorite Divi essentials “throughout football season.”

Mahomes-themed product bundles

Photo: Divi

As part of the collaboration, fans can expect exclusive content, social activations, and the chance to win “the ultimate game day experience”—complete with a giveaway featuring some of Mahomes’ “must-have haircare picks.”

A limited-edition Brittany Mahomes x Divi Game Day Bundle will also be available, Divi said, making it easy for fans to recreate the NFL WAG’s “signature healthy hair look.”

“When you feel your best, you lead with power and that’s what Divi is here for,” Austin, Divi’s co-founder and CEO, said in a statement. “Brittany embodies the strength, style, and authenticity we champion as a brand. She’s a leader in her space, a hands-on mom, and a powerful businesswoman who already loved and used our products. This partnership couldn’t be a more natural fit.”

That fit includes a different kind of investment from the one Norwest made last November.

“At Divi, scalp care isn’t just a beauty trend, it’s the foundation for every great hair day,” Austin added. “Our goal is to make Divi the product women can’t stop talking about, the one that feels like an investment in long-term hair health. Partnering with Brittany lets us share that message with women who admire her strength, style, and self-care ethos.”

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