Premium men's underwear brand SAXX proves it knows a thing or two about securing a "sack" in a new campaign starring NFL star Maxx Crosby.
The defensive end is something of an expert, having sacked quarterbacks over 50 times in his career, which began in 2019.
Maxx models the brand's Multi-Sport Mesh Boxer Briefs in the main spot.
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Crosby and SAXX have inked a multiyear, six-figure deal that establishes the athlete as a brand ambassador, which will feature several major collaborations:
- SAXX as the "Official Underwear" of The Rush with Maxx Crosby, the athlete's weekly podcast and YouTube show
- SAXX as the sponsor Sack Summit, becoming the exclusive underwear provider of the annual football-themed off-season event
- Retail and event appearances
- Co-branded products
In a statement, Crosby highlighted the brand's game-changing nature and the comfort of their underwear in a press release:
"It's versatile and comfortable. I wear it to train, hang out and even sleep. Simply put, SAXX allows me to be the best version of myself."
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Embodying greatness, Maxx represents the brand's dedication to providing high-performance underwear that changes the game.
SAXX VP of Brand Marketing Shawna Olsten also expressed the company's excitement to work with an athlete who shares the brand's values:
"We admire Maxx's life story and his pursuit of being the best version of himself. He's a perfect match for a challenger brand like SAXX. We can't wait to see where this partnership takes us in the years to come."
The campaign runs across digital, print, and OOH.
SAXX is the latest brand to partner with an NFL player, leveraging the marketing potential of athlete ambassadors.
With a good influencer marketing strategy, brands can form authentic and long-term partnerships with athletes or celebrities who can best elevate their identity and increase awareness.
Maxx in SAXX
A short 30-second spot features Maxx Crosby addressing the camera in a pair of SAXX underwear.
"It takes balls to get sacks. It takes SAXX to change the game," he says.
The rest of the ad consists of the athlete showcasing his personality while talking about the game-changing underwear's versatility and comfort.
Earlier in May, SAXX also launched a campaign with agency Quality Meats, highlighting how men deserve better down there.
Editing by Katherine 'Makkie' Maclang
