Dove Men+Care is giving its New York Comic Con activation a physical media format.
The brand partnered with Galactic Armory to create the Max Pack to help fans stay focused on the Con without a sweat.
It is a customizable 3D-printed compartment that holds Maximum Protection, a phone, and a wallet while fitting into cosplay designs.
"Cosplayers put so much time and creativity into every detail of their look," Lindsey Lapin, associate marketing director for Dove Men, said in a press release.
"The Max Pack is our way of helping them stay protected without compromising the characters they've worked so hard to bring to life."
Fans can pick up a Max Pack at the Dove Men booth from October 8 through October 11.
Galactic Armory also posted the files for free two weeks before the event, so anyone can print a version at home right now.
Creator content extends the idea across different characters and builds, while the accessory puts Dove Men inside a $4.8 billion cosplay market.
The designs are already free to download, so the campaign keeps running long after the Javits Center clears out after Comic Con.
Four Max Pack Designs Hide a 96-Hour Antiperspirant
The Max Pack comes in four designs inspired by sci-fi, fantasy, superheroes, and anime.
Each version gives fans a place for convention essentials, including a dedicated slot for a Dove Men Maximum Protection sample.
The product design also addresses a practical problem with elaborate costumes.
Heavy layers, armor, and long convention days can make sweat and storage difficult for cosplayers.
Dove Men Maximum Protection claims 96 hours of sweat protection and odor control.
The Max Pack adds these product benefits to an object designed for the culture surrounding NYCC.
Creators Andrew McLean, Gideon, Con Culture, and Frank will bring the concept to their own characters and experiences.
Attendees can also receive free samples and take photos at Booth 4215 in the Javits Center.
The Max Pack gives Dove a physical piece of branded content that fans can customize, wear, photograph, and recreate.
NYCC Drew 250,000 Fans and $35 Million
Dove Men's experiential approach connects with the growing commercial scale around cosplay.
Recent market estimates put the global cosplay market at $4.8 billion.
New York Comic Con alone drew more than 250,000 attendees in 2025, according to organizer ReedPop.
New York City Tourism + Conventions also estimated that the event delivered $35 million to the local economy.
The crowd size gives Dove Men a massive audience for a campaign aimed at a narrow behavior.
The brand is also returning for its second consecutive year, with continued investment in the convention as a marketing channel.
- Physical investments create longer audience exposure. Brands should give event audiences useful merchandise to extend product interaction.
- Customization draws attention. Teams should make assets adaptable to fan interests to generate more individual versions and social content.
- Niche audiences can justify specialized products. Marketers should invest in specific communities when they have strong participation and spending thresholds.
The campaign suggests event marketing can gain value when brands invest in assets that fans can keep using after the event ends.
Our Take: Will Cosplayers Actually Print the Max Pack?
Dove Men put the Max Pack files online two weeks before Comic Con opened, which makes the booth the smaller half of this campaign.
We think that few people will print one, and that is the point.
An entry-level printer runs about $219 now, cheap enough for a hobby but still rare in the average home.
3D printer owners are the cosplayers spending months on armor builds before a con.
Their finished costumes get reposted across cosplay accounts all week.
So the file works as a screen, giving Dove Men a small audience with outsized visibility.
Dove Men samples are only handed out at Booth 4215, so a home-printed Max Pack shows up empty.
Cosplayers can fill it with any brand they own, and Dove Men only keeps the shape of the slot it designed.
If Max Packs turn up at conventions Dove Men skipped, the file did more work than the booth ever could.
Want to reach fandom audiences with a campaign built for participation?
Explore these top experiential marketing agencies to find teams that can develop convention activations and branded experiences.
