BIC Soleil Razor Serves Up a High-Stakes Shave at the 2025 PVF Championship

A disposable razor brand just became the star player in women’s pro volleyball’s biggest weekend.

BIC Soleil has been named the title sponsor of the 2025 Pro Volleyball Federation (PVF) Championship, marking a bold new move for the women’s razor brand.

The partnership entails prime visibility for BIC during the PVF’s season-ending tournament, set to unfold May 9 and 11 at Lee’s Family Forum in Henderson, Nevada.

The top four teams in the league will face off in two Friday semifinals, with winners advancing to the title match on Sunday. 

 

 

 

 

 

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A post shared by Pro Volleyball Federation (@realprovb)

The deal comes amid volleyball's surge in popularity across age groups.

According to the National Federation of State High School Associations, volleyball now ranks as the second most-played girls’ sport in the U.S.

The sport had over 470,000 high school athletes in 2022 to 2023, just behind track and field.

Club volleyball is also booming, with over 333,000 junior players registered in July 2024, a 40% increase from a decade ago.

The PVF, now entering its sophomore season, is positioning itself as the top destination for this growing pipeline of talent.

 

 

 

 

 

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And brands like BIC are starting to notice.

“We’re thrilled to be part of the growing momentum behind this high-energy, fan-favorite sport,” said Haven Cockerham, BIC’s CCO for North America said in a press release.

“BIC’s passion for bringing joy and simplicity to everyday life perfectly matches the enthusiasm of loyal volleyball fans as they support these impressive athletes."

James Marshall Spector, EVP and Executive Creative Director of M Booth which aided the campaign, told DesignRusn that the agency always seeks meaningful ways to "weave BIC into the cultural conversation."

This includes the brand's previous efforts with Martha Stewart and Snoop Dogg. 

“Our goal is to create work that doesn’t just navigate culture but helps shape it," he added.

As brands continue to prioritize emotional engagement in their campaigns, BIC’s move into live sports offers a strong example of how to meet fans in real time.

Aligning with a sport's biggest moments shows how branding agencies can create lasting impact through culturally relevant experiences, where fan passion naturally amplifies the message.

Game Day Gets a Glow-Up

Central to the partnership is “Set a BIC, Score a BIC,” a cheeky nod to the fast-paced volleyball maneuver called a "Bic."

During matches, viewers will be prompted to scan an on-screen QR code that unlocks a sweepstakes for exclusive BIC Soleil merchandise.

The activation will run throughout the May 9 and 11 broadcasts and is designed to boost live engagement while tying in the brand’s message of everyday ease and confidence.

This real-time interactivity extends to social media.

BIC is rolling out content across Instagram, YouTube, and TikTok featuring PVF stars Ally Batenhorst of the Omaha Supernovas and Mia Tuaniga of the Atlanta Vibe.

The two athletes walk fans through how they prep to compete at the highest level on and off the court, all while showcasing the brand’s hero product, "BIC Soleil Glide."

 

 

 

 

 

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The Glide comes as part of BIC Soleil’s broader product line, which also includes Soleil Escape, a sensory-forward razor with scented handles in options like coconut and sandalwood.

“With both the TVC creative and athlete-led social content, our goal was to capture the energy and spirit at the heart of women’s sports," BIC Head of Global Communications VP Bethridge Toovell told DesignRush. 

"The high-intensity feel reflects how the BIC Soleil Glide razor is designed to perform in every moment — whether it’s game day or a spontaneous adventure.

The sweepstakes call-to-action, centered around the ‘BIC,’ taps directly into volleyball culture, giving fans a fun and authentic way to join the excitement.”

With the league’s growing national profile, the latest collaboration helps cement volleyball’s status as a rising force in women’s sports.

But for BIC Soleil, it offers a fresh stage to champion its brand message.

Meanwhile, Blue Moon and agency adam&eveDDB recently launched their very own sweepstakes initiative called "Hoop Garnish."