Inside the Powerful Partnership: Dove Men+Care Teams Up with Marshawn Lynch

Dove Men+Care has launched an exciting collaboration with former NFL star Marshawn Lynch, famously known as “Beast Mode.” This partnership is slated to start on September 12, 2025, and run until November 6, 2025. The campaign introduces the Beastmode Collection, featuring limited-edition fragrances exclusively available at Target.

Details of the Dove Men+Care and Marshawn Lynch Partnership

The collaboration was established in 2024, driven by a shared vision of authenticity and confidence. Jake Hirsch, head of Dove Men+Care U.S., expressed the need for an ambassador who embodies self-assurance and individuality. The brand targets sports fans, particularly those from Gen Z and millennials, as well as men seeking more than just functional grooming products.

Innovative Campaign Strategy

The campaign centers around the unique fragrances of the Beastmode Collection, named You Just Got Got and Beast to the Bone. Lynch played an instrumental role in selecting the scents and naming the products, highlighting his signature confidence.

• Commercials feature a humorous narrative where scientists analyze Lynch’s character.
• They humorously declare that Lynch possesses “unquantifiable levels of swag” and observe his “Beastmode essence.”
• The campaign slogan, “if ambition had armpits,” is a memorable line delivered by Lynch.

The marketing strategy also includes the creation of jerseys signed by Lynch, allowing fans to engage with the brand personally. These jerseys bear the number 24, Lynch’s former jersey number, with the name “Beastmode” on the back.

Engaging Fans and Growing Awareness

To promote the Beastmode products, Dove Men+Care leveraged social media and Lynch’s podcast, Da Get Got Pod. Live reads and custom sponsorship segments created additional visibility. Press releases were distributed to journalists across various news outlets to enhance earned media coverage.

Influencer Collaborations

The brand also partnered with influencers, including sports commentator Kay Adams, actor Daniel Peera, and fitness expert Nate Tago. Notably, Peera shared a TikTok reel where he playfully prepares to take his children to Target to purchase the new products.

Campaign Results and Performance

The campaign gained significant traction on social media platforms. Highlights include:

• Instagram posts garnered over 16,000 likes and 260,000 views.
• Kay Adams’ posts reached more than 4,400 likes and 181,000 views.
• Daniel Peera’s TikTok video achieved over 5,100 likes and 1.3 million views.

In summary, the partnership between Dove Men+Care and Marshawn Lynch not only promotes innovative grooming products but also fosters connection and engagement with fans. The campaign underscores a robust approach to marketing through influencer collaboration, humor, and authentic messaging.