SAN FRANCISCO – Men's personal care brand Every Man Jack has partnered with NFL quarterback Baker Mayfield on a limited-edition collection of grooming products, marking the athlete's first co-created product line with the brand.
Launching today exclusively at Target stores nationwide, the Every Man Jack x Baker Mayfield Collection features six products across the brand's Hydrating Body Wash and Sweat-Control Antiperspirant categories. The collection will expand to Publix locations in October.
“Baker has always embodied what Every Man Jack stands for: putting in the work, staying authentic and leading with action,” says Nicklaus Hasselberg, VP of marketing and omnichannel at Every Man Jack. “This partnership was never about simply putting a name on a package; it was about building something together and connecting with both our fans at the start of football season. From the scents to the story behind the collection, Baker has been deeply involved in bringing this to life, giving us an opportunity to show up in a bigger way and introduce Every Man Jack to new audiences through a partnership that feels true to who we are.”
Developed in collaboration with Mayfield, the assortment includes three signature scents selected by the quarterback:
- Deep Shot Cedar: Woodsy and spicy notes of smoked amber and black pepper
- Tampa Two Coconut: Tropical coconut blended with island palm and bright citrus
- First Down Fresh: White birch and fresh breeze scent notes
Each item will retail for $8.49.
The collection launch is accompanied by "Wake Up Feeling Dangerous," a new marketing campaign inspired by Mayfield's preparation mindset and daily routines. Mayfield stars in the campaign's hero social video, sharing the story behind the development of the collection while highlighting the confidence and discipline that fuel peak performance both on and off the field.
As football season kicks off this fall, Every Man Jack is using the moment to introduce a collection that brings Baker's game-day mindset into the everyday grooming routine.
“For me, ‘Wake Up Feeling Dangerous’ is about being ready for whatever the day throws at you. I’ve been using Every Man Jack for a while now, and these are products that have to keep up with my life—from getting ready for a game and taking care of my family to everything in between,” says Baker Mayfield. “I care about what I’m putting on my skin, so the clean ingredients and the fact that the products actually work are important to me. Just as important, I’ve always wanted to partner with brands that give back and invest in their communities, which is a big part of why my work with Every Man Jack has been so meaningful. Knowing that every product from this collection will give back to our foundation and right back into the community makes this especially personal. Taking this partnership into year two and actually building a collection together is something I’m fired up about.”
Additional content, including behind-the-scenes interviews, training-focused videos, product-focused creative assets and short-form social content, will roll out across Every Man Jack's social media channels throughout the launch period.
As part of the partnership, Every Man Jack will donate $1 from every product sold from the collection to the Baker & Emily Mayfield Foundation, up to $100,000.
