Baker Mayfield is getting a say in what goes on the men's grooming shelf.
Every Man Jack is expanding its partnership with Mayfield through its first co-created collection.
The partnership gives the NFL quarterback a direct role in developing six limited-edition products, launching exclusively at Target on September 9.
The Every Man Jack x Baker Mayfield Collection includes Hydrating Body Wash and Sweat-Control Antiperspirant in three signature scents.
The campaign is called "Wake Up Feeling Dangerous," lifted from what Mayfield told reporters after a 28-16 win over the Atlanta Falcons in November 2018.
Cleveland fans liked the line enough to put it on a downtown mural the following summer.
An integrated Every Man Jack campaign spotlights the preparation and routines behind Mayfield's confidence on and off the field.
Ashley Hall, senior director of integrated marketing at Every Man Jack, spoke to DesignRush about the partnership:
"Baker Mayfield represents so much of what Every Man Jack stands for," she said.
"He puts in the work, shows up with purpose, and brings an unmistakable energy to everything he does.
He's been an incredible partner and ambassador over the past year, and we couldn't be more excited to bring this collection to life with him for our community."
The collection extends a yearlong partnership that the brand announced in January 2026 under its "For Men Who Put in the Work" platform.
Mayfield's role gives the brand a more tangible way to connect an athlete partnership to its products.
Every Man Jack will also donate $1 from each collection product sold to the Baker & Emily Mayfield Foundation.
Consumers now have something to buy, use, and associate directly with Mayfield.
Three Scents Named After Football Plays
Mayfield helped select the collection's three scents, giving each one a football-inspired name and distinct profile.
- Deep Shot Cedar pairs smoked amber with black pepper
- Tampa Two Coconut combines tropical coconut with island palm and bright citrus
- First Down Fresh mixes clean white birch with a fresh breeze note
Each scent comes in both Hydrating Body Wash and Sweat-Control Antiperspirant, priced at $8.49 per product.
The co-branded collection will launch at Target nationwide before expanding to Publix in October.
"These are hardworking, high-performing essentials built to perform at any level, whether you're on the field playing professionally or taking on the day's pursuits at the gym, at work, or in life.
We're excited to continue introducing more men to what Every Man Jack is all about," Hall shared with DesignRush.
"Wake Up Feeling Dangerous" follows Mayfield through preparation, training, getting ready, and the routines that happen before he reaches the field.
A hero piece will run alongside behind-the-scenes interviews, training videos, product creative, and short-form social content.
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The campaign will also appear across digital, streaming, and broadcast media.
Every Man Jack can now trace athlete credibility from product development to retail conversion.
Six SKUs Enter a $7.1 Billion Category
The product mix puts Every Man Jack in two of men's grooming's core categories.
NielsenIQ found U.S. men's grooming generated $7.1 billion in sales in 2025.
Body wash accounted for roughly $1 billion of that total.
Deodorants grew 11.4% year over year, and the category overall grew 6.9%.
Six products at $8.49 is a narrow entry point into a category this size.
The market is growing, though athlete partnerships still have to prove they can drive customer retention once football season ends.
Three lessons stand out for brands considering a similar model.
- Product involvement makes endorsements more tangible. Brands should give athletes a defined role in product decisions to connect partnership with purchase.
- Retail exclusivity can give collaborations a sharper launch point. Teams should pair limited products with a specific retail partner to create urgency.
- Campaign stories need a product payoff. Marketers should connect the athlete's personal routine to products consumers can actually buy.
Remember that athlete collaborations only hold up when the talent has real input, and fans can buy the result.
Our Take: Can Giving Back Strengthen Product Credibility?
A dollar off an $8.49 product is nearly 12% of the retail price, which is real money at mass-market margins.
Hitting the cap takes 100,000 units sold, or roughly $849,000 at retail.
The foundation runs scholarships and community programs, including one for walk-on college athletes.
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We think giving back does buy credibility here, because Mayfield walked on twice himself, and the money goes to a cause he has to answer for personally.
Every Man Jack already runs a public microsite for its Sweat Equity Sweepstakes, so it has the infrastructure to report a donation total.
Post the final number when the collection sells out, and the giving becomes a claim the brand can actually prove.
Every dollar counted in public makes the next collection easier to sell.
Looking to turn an athlete partnership into a product-led campaign?
Connect with these top sports marketing agencies in the DesignRush directory.
