Supercuts Adds Jackson Olson's Style on Its Back-to-School Menu

Supercuts is selling a celebrity haircut by name.

The salon chain partnered with Savannah Bananas second baseman Jackson Olson to offer "The Jax."

Olson is also set to compete on "Dancing With the Stars" this fall.

His signature textured crop with forward flow and frosted tips is available at participating salons nationwide.

"I've always believed a great haircut should be reliable and accessible, and that's exactly what Supercuts delivers," Olson said in a press release.

The collaboration extends "Confidence Without Compromise," the campaign and brand refresh Supercuts launched on July 16 with The Infinite Agency.

The partnership gives families a specific look to request during the back-to-school rush.

The timing is the odd part, because Olson's audience peaks in September, weeks after most families finish their back-to-school spending.

A Named Cut Replaces the Reference Photo

"The Jax" turns Olson into a menu item, which is a harder commercial ask than a logo-and-post endorsement deal.

Customers who say the name at the counter get a stylist who already has the reference.

Frosted tips and forward flow pull straight from early-2000s teen styling, a period most of the target customers are too young to remember.

Olson keeps the nostalgia current, with more than 3 million followers across TikTok and Instagram.

Kids who follow the Savannah Bananas already know him.

A much larger audience meets him on September 15, when "Dancing With the Stars" returns for its 35th season.

The service requires no appointment, which keeps the celebrity concept inside the walk-in promise Supercuts has run on since 1975.

Naming a service after a person converts loose aspiration into an inventory that a franchise can actually count.

Any promotional strategy that runs on customer requests lives or dies on whether the request is easy to say out loud.

Parents Trim $13 Per Kid This Season

Supercuts is entering a back-to-school season where parents are tightening budgets while kids still drive what ends up in the cart.

Deloitte’s 2025 Back-to-School Survey puts average spending at $557 per K-12 student, down $13 from last year.

Adjusted for inflation, families plan to spend 6% less, with the total market flat at $30.4 billion.

Fifty-seven percent expect the economy to worsen over the next six months, the highest share Deloitte has recorded since 2020.

Deloitte also found that 31% of parents qualify as hyper value-seekers, using four or more cost-saving tactics.

And this group plans to spend 14% more than everyone else.

A haircut clears the value test on price alone, so Supercuts can attach a celebrity name without the sticker resistance a product launch would meet.

Deloitte's 2026 numbers change what an influencer partnership has to do.

• Treat cost-cutters as your top spenders. Deloitte found 31% of parents run four or more saving tactics and spend 14% above average.
• Name the thing a customer has to ask for. Aspiration converts only when a buyer can request it in five words at a counter.
• Low-ticket services absorb celebrity pricing best. A service cheap enough to impulse-test lets a brand measure creator demand without asking the buyer to gamble.

Supercuts clears all three conditions, which is rarer than it sounds for a legacy service brand.

Our Take: Can a Named Haircut Outlast Back-to-School Season?

Supercuts picked a celebrity whose visibility peaks six weeks after the back-to-school window closes.

We think that the September 15 "Dancing With the Stars" premiere is the asset that matters here, with back-to-school as the warm-up. 

Kids have copied famous haircuts for decades, and Jude Bellingham's taper still sends young soccer fans to the barber. 

The early-2000s styling is the smarter half of the deal, since frosted tips are having a real revival that outlives any single personality.

The risk is that Supercuts now owns a haircut named after a man most parents can't identify.

If "The Jax" survives past September, the next version should skip the celebrity and just name the trend.

Want to connect celebrity influence to a product or service that consumers can actually buy?

Explore these top influencer marketing agencies to find teams that can build partnerships around a clear commercial action.