SAXX EXPANDS ‘GAMECHANGERS’ PLATFORM WITH BASKETBALL PLAYER AARON GORDON

Underwear brand Saxx is taking its talents to the basketball court, introducing pro basketball player Aaron Gordon as the newest member of its starting lineup of game-changing athletes.

The Gamechangers – which already include All-Pro defensive end Maxx Crosby and top football draft prospect Ashton Jeanty – represent high-level performance and a legacy of being game changers in their respective crafts.

“I prioritize balance in my lifestyle,” said Aaron. “That’s why I’m excited to partner with Saxx. Their dedication to excellence aligns perfectly with my lifestyle. Whether I’m honing my skills on the court, feeling creative in the studio or taking a moment to mentally and physically recharge, Saxx offers the perfect combination of comfort, style and support for every moment of my day.”

The theme of duality pervades Aaron’s approach to his life and career. As a multidimensional individual, his passions extend well beyond basketball, spanning everything from fashion and music to art and architecture.

The diverse nature of Aaron’s personality is the ideal expression for Saxx and his enduring commitment to self-growth on and off the court sustains his status as a Gamechanger.

“Aaron is the perfect example of someone who excels in many areas of life – both on and off the court,” said Tom Berry, CEO, Saxx. “We believe in the power of versatility and Aaron’s inspirational journey mirrors our commitment to support those who are pushing boundaries. We’re excited to welcome Aaron into the Saxx family and look forward to supporting his game-changing legacy for years to come.”

Aaron is featured in a suite of new creative assets that will be distributed across various digital, print and out-of-home mediums.

The 60-second ad showcases Aaron wearing the brand’s Multi-Sport Mesh Boxer Brief, as he explains his point of view on what it takes to change the game. The dichotomy of Aaron is on display from intense, powerful movements on the basketball court to composed, tranquil moments of meditation.

As a part of the partnership, Saxx will collaborate with Aaron on limited-edition underwear prints and curated product collections – “Aaron’s Picks.” The brand will also make an annual donation to the Gordon Family Foundation, which provides community services in underserved areas and STEM education to underrepresented youth.