Unilever’s Dove Men+Care has launched an exciting new campaign featuring former NFL star Marshawn Lynch, designed to connect with a younger audience. This initiative, which runs from September 12 to November 6, 2025, highlights the innovative Dove Men+Care Beastmode Collection and introduces two exclusive limited-edition fragrances: “You Just Got Got” and “Beast to the Bone,” available only at Target.
Jake Hirsch, head of Dove Men+Care U.S., praised Lynch for his authenticity and confidence, making him the perfect match to engage sports fans and young consumers who appreciate self-care products that offer more than just basic functionality. “The campaign is aimed at sports enthusiasts and individuals from Gen Z to millennials who are looking for freshness and uniqueness,” Hirsch stated.
The campaign showcases Lynch’s personality, allowing him creative freedom in how the product is presented. A standout moment in a 79-second commercial features scientists humorously declaring that Lynch has “unquantifiable levels of swag,” leading him to humorously respond, “Nah, that ain’t it. It’s more like if ambition had armpits. I’m talking Beastmode.” This combination of humor and Lynch’s distinct bravado encapsulates the brand’s essence.
To further engage fans, the campaign offers jerseys signed by Lynch, featuring his former number 24, but with “Beastmode” emblazoned on the back instead of his name. Hirsch explained that these collectible items not only serve as promotional tools but also create a meaningful connection for fans of both Lynch and Dove.
The promotional strategy extends across various platforms, utilizing social media and Lynch’s podcast, “Da Get Got Pod,” for live reads and customized segments discussing the products. Influencers such as sports commentator Kay Adams, actor Daniel Peera, and fitness expert Nate Tago have also been enlisted to amplify the campaign’s reach and visibility.
Engagement metrics indicate the campaign’s success; posts on Instagram have received over 16,000 likes and 260,000 views, with Adams’ contributions garnering more than 4,400 likes and 181,000 views. Peera’s TikTok video achieved remarkable engagement, exceeding 5,100 likes and 1.3 million views.
The campaign has successfully attracted media attention, securing coverage in prominent publications like Forbes and Stupiddope. By combining Lynch’s energetic presence with innovative marketing techniques, Dove Men+Care is positioned to effectively connect with modern consumers, creating a buzz around their new offerings. This collaboration exemplifies how brands can leverage unique partnerships to reach and resonate with contemporary audiences.