SAXX SIGNS MULTI-YEAR DEAL WITH ALL-PRO DEFENSIVE END MAXX CROSBY
Underwear brand Saxx has signed All-Pro Defensive End Maxx Crosby—who has “sacked” a quarterback more than 50 times during his career—as its newest brand ambassador.
“I want to work with brands like Saxx that are doing big things,” said Maxx. “I’ve tried a lot of different underwear – nothing comes close to Saxx. 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. Plus, I love that we’re both rocking the ‘XX!'”
Saxx will build on its NIL campaign from last year—where it brought together six of the top pass rushers to create the All-Saxx Conference—by working with Maxx this season to identify several game-changers in college football. The players selected will receive an NIL deal, including a personal message from Maxx, an assortment of Saxx products, and monetary compensation.
“I’m a huge college football fan,” Maxx said, “so it will be cool to work with Saxx this season to assemble a group of game-changers.”
“This partnership is born from a shared desire to change the game on and off the field,” said Shawna Olsten, VP Brand Marketing, Saxx. “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 multi-year deal includes several other collaborations, such as:
• Saxx becomes the “Official Underwear” of The Rush with Maxx Crosby, a weekly podcast and YouTube show hosted by Maxx, Brogan Roback and Darien Terrell and featuring high-profile guests across the world of football and sports
• Saxx serves as the exclusive underwear provider of the Sack Summit, an annual offseason event hosted by Maxx, Von Miller, and Cam Jordan that brings together the best pass rushers for two days of on-field drills, workouts, film sessions, and mentoring opportunities
• Retail and event appearances
• Co-branded products (to be announced later)
Maxx stars in new creative ads across digital platforms, print publications, and various out-of-home mediums. The 30-second ad features Maxx modeling the Multi-Sport Mesh Boxer Brief, discussing what it takes to change the game on and off the field, and detailing the meaning behind ‘XX’ in his name.
To support Maxx’s game-changing performance, Saxx will offer fans 15% off on Saxx.com every time he sacks a quarterback. The company will also make a $1,000 donation to the Maxx Crosby Foundation, which is dedicated to supporting teen substance abuse intervention, youth health and wellness, and animal rescue and abuse prevention, among other charitable causes.