SAXX X Maxx Crosby: Game-Changing Performance Underwear | Clapboard

SAXX X MAXX

Description

In September 2024, SAXX, the pioneering underwear brand known for revolutionizing comfort and performance, launched its compelling campaign 'SAXX X MAXX' in the United States, crafted by Zeno Group. This film campaign strategically aligns with both the fashion and sports industries, underscoring SAXX's commitment to excellence and innovation. Central to the campaign is the collaboration with All-Pro Defensive End Maxx Crosby, whose career-defining reputation for sacking quarterbacks over 50 times perfectly mirrors SAXX’s ethos of being a game-changer. Maxx’s authentic endorsement highlights the brand’s versatility and comfort, reflecting how SAXX underwear supports his rigorous daily routines – from training to relaxation – enabling him to perform at his best. By introducing Maxx as its newest ambassador, SAXX amplifies its message of high-level performance, excellence, and legacy, positioning the partnership as a fusion of two game-changers dedicated to redefining their fields. Building upon its successful NIL campaign from the previous year, where SAXX created the All-SAXX Conference with top pass rushers, this season will see Maxx collaborate with the brand to identify emerging talent in college football. These selected athletes will benefit from NIL deals that include personalized messages from Maxx, exclusive SAXX product assortments, and monetary rewards, reinforcing SAXX’s investment in nurturing the next generation of game-changers. The campaign’s 30-second spot features Maxx showcasing the Multi-Sport Mesh Boxer Brief, sharing insights on what it takes to excel on and off the field, and explaining the significance of the 'XX' in his name. To engage fans, SAXX offers a 15% discount on SAXX.com whenever Maxx records a sack, simultaneously donating $1,000 to the Maxx Crosby Foundation, which supports vital causes including teen substance abuse intervention, youth wellness, and animal rescue. This partnership between SAXX and Maxx Crosby eloquently conveys a shared ambition to push boundaries and cultivate excellence, positioning SAXX as the underwear brand for those who dare to change the game.

Credits

Client

SAXX

Agency

Zeno Group

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Campaign Proposition

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Creative Device

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