SAXX BEGINS SECOND ROUND WITH PRO CADDIES, ANNOUNCES SEARCH FOR HONORARY MEMBERS

The Ball Masters are back. The group – formed at the start of last year’s golf season and initially comprised of a foursome of professional caddies, Geno Bonnalie, Aaron Flener, John Limanti, and Joel Stock – today welcomed a new looper into the fold: John Ellis, reigning champion caddie of the 2023 United States golf championship hosted in Los Angeles.

ABOVE: The Ball Masters – Geno Bonnalie (top row); Joel Stock, John Ellis, John Limanti, and Aaron Flener (bottom row; left to right)

Following the first iteration of the campaign in which the Ball Masters captivated the golf ecosystem, SAXX is bringing the crew back together for another year of comedy, philanthropy, and, most importantly, ball care.

“We were so pleased with the excitement and buzz the Ball Masters kickstarted last year that we had to run it back with them again this year,” said Shawna Olsten, VP Brand Marketing, SAXX. “It’s impossible to ignore the connection between how SAXX underwear and caddies care for balls. But the best part of this partnership is showcasing the hidden heroes that support golfers – just like the BallPark Pouch supports men.”

SAXX will ensure the five caddies are appropriately cared for on and off the course, outfitting them with many styles. Fans can rest easy knowing their favorite caddies are comfortably supported as they rake bunkers, read putts, and check wind directions this season.

SAXX is the OG pouch underwear brand and inventors of the BallPark Pouch, so they know a thing or two about men’s—ahem—private parts. Relatedly, caddies are always looking out for their players’ golf balls. The Ball Masters’ second act will include a new wrinkle. While the group has already expanded from four to five caddies, it will be on the lookout for several honorary members to round out the crew.

Fans can visit SAXX.com/ball-master-application until June 15, 2024, for more information on how to enter. The winners will receive official recognition as a Ball Master, including a year’s worth of game-changing SAXX underwear, other products to share with friends and family, and a shoutout from the Ball Masters.

“Geno, Aaron, John, and Joel are four of my best friends in golf, so I couldn’t pass up the chance to get in the mix,” said John Ellis. “As the new guy this year, I’ll be the first to welcome more members to the group. I’m excited to see who makes the cut.”

Building on last year’s efforts, where the Ball Masters helped raise $10,000 for the Testicular Cancer Foundation (TCF), SAXX will once again support men’s health causes. The company has committed to donate $100 to TCF for every birdie made by the caddies’ players during the remainder of the golf season.

“Men’s health is a cause that’s close to home, so I’m excited to play a part in helping give back,” said Geno. “Time to pour in some birdies, Joel!”

SAXX will bring the Ball Masters to the masses at the Travelers Championship in Cromwell, CT, from June 20-23, 2024. The brand will host a fan activation that will feature underwear giveaways, photo opportunities, appearances from the Ball Masters, and more. Following the event, the brand will make another donation to TCF.

The underwear models/caddies will star in a series of new digital ads produced by Quality Meats and BMP Film Co. The hero spot centers around a custom-built golf buggy named the SAXX Ball Refreshment Cart.

“I still can’t believe I’m getting paid to model underwear,” said Aaron. “This stuff is so fresh and comfortable I’d wear it for free.”

In supplementary videos, the Ball Masters show up in the tricked-out cart to save golfers from putting improper equipment (aka underwear) into play. Geno prompts each hacker to swap out their current underwear for a pair of SAXX because the “BallPark Pouch is like having a professional caddie in your bag.”

The Ball Masters campaign was conceptualized and activated by SAXX and Zeno Group in conjunction with Range Sports.

SAXX’s Quest collection is ideal for golfers. The highly breathable micro-mesh fabric rapidly wicks sweat away from the skin and allows air to circulate, preventing excess moisture and heat. It’s available in Boxer Brief and Loose Boxer styles and features the chafe-free comfort of the BallPark Pouch.