SAXX Chief Ball Officers

As one of the fastest-growing men’s underwear companies in North America, SAXX’s main goal is to grow market share as a challenger brand in the U.S. Based on SAXX’s “Secure the Balls” tagline, Zeno Sports & Entertainment developed a plan to activate around football (the most popular ball sport in the country), specifically by partnering with All-Pro NFL players (and brothers) Stefon and Trevon Diggs.

SAXX teamed up with the duo to be its ‘Chief Ball Officers’ – the partnership included digital creative, media interviews, social posts and a consumer activation, where fans could cash in on a 10% off flash deal on SAXX.com for every touchdown by Stefon or interception by Trevon during the season. SAXX evolved the campaign by expanding its roster of ball handlers, signing a name, image and likeness (NIL) deal with the South Carolina Gamecocks football team to help raise awareness and funds for testicular cancer.