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SAXX Chief Ball Officers

“Securing the balls” to engage with sports fans

Raising Awareness for SAXX in the U.S. Through Sports Marketing

Talent and NIL Procurement, Media Relations, Organic Social, Cause Marketing

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 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.

A talent-led campaign that broke through with sports media and raised funds for testicular cancer

100% of donation goal reached to benefit the Testicular Cancer Foundation

500 million impressions

190+ placements

2.4 million organic social views

4.2% organic social engagement