Premium men's underwear brand SAXX is expanding its "Gamechangers" platform with the addition of professional basketball player Aaron Gordon.
The NBA star joins All-Pro defensive end Maxx Crosby and top football draft prospect Ashton Jeanty in the brand's lineup of elite athletes.
Aaron will serve as a brand ambassador, appearing in a range of creative content across digital, print, and out-of-home placements.
SAXX and Aaron will also collaborate on exclusive product collections, including limited-edition underwear prints and a curated selection of "Aaron's Picks."
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In a press release, the Denver Nuggets forward expressed his excitement about the partnership and the brand's alignment with his lifestyle:
"Whether I'm honing my skills on the court, feeling creative in the studio, or taking a moment to mentally and physically recharge, SAXX offers the perfect combination of comfort, style, and support for every moment of my day."
SAXX CEO Tom Berry also spoke about the collaboration, emphasizing Gordon's versatility on and off the court as a perfect fit for the brand.
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As part of the partnership, SAXX will make an annual donation to the Gordon Family Giving Foundation, which provides community services in underserved areas and STEM education for underrepresented youth.
SAXX's brand marketing strategy leverages top athletes to reinforce its commitment to performance, versatility, and innovation.
By aligning with high-profile sports figures, the brand can easily expand its audience and strengthen its position in the high-performance apparel market.
Charitable partnerships like this also enhance brand authenticity, fostering deeper consumer trust and loyalty by demonstrating a commitment to social impact beyond profit.
Built for Performance
A new 60-second ad sees Aaron Gordon wearing SAXX's Multi-Sport Mesh Boxer Brief as he shares his perspective on what it takes to change the game.
Two sides of the athlete's personality are revealed in a montage of scenes: intense, explosive movements on the basketball court contrasted with calm, focused moments of meditation.
The brand also shared a short behind-the-scenes look at the campaign on its Instagram page.
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Sharing BTS content humanizes the brand and deepens audience engagement by offering an authentic glimpse into the creative process, fostering a stronger emotional connection.
Businesses can leverage content like this as a strategic tool to boost transparency, encourage user interaction, and drive higher engagement rates across social platforms.
Meanwhile, last month, the NBA celebrated its return to NBC with a spot featuring 30 Rock's Jack McBrayer and three superstar players.
