Saxx has named Maxx Crosby, a defensive end for the Las Vegas Raiders, its newest ambassador.
The Vancouver-based men’s underwear brand said it chose the All-Pro player because they have a “shared dedication to high-level performance, excellence and legacy of being game changers in their respective fields.”
“I want to work with brands like Saxx that are doing big things,” said Crosby. “I’ve tried a lot of different underwear — nothing comes close to Saxx. It’s versatile and comfortable. I wear it to train, hang out and even sleep. Simply put, Saxx allows me to be the best version of myself. Plus, I love that we’re both rocking the xx!”
This deal builds on the brand’s NIL (name, image and likeness) campaign from last year when it brought together six of the top pass rushers at the college level to create the All-Saxx Conference. For every sack the players made, the brand donated $1,000 to the Testicular Cancer Foundation.
This season, Crosby will identify the players who will be selected for the conference. The college athletes will receive a personal message from Crosby, an assortment of Saxx products and monetary compensation.
“I’m a huge college football fan,” Crosby said, “so it will be cool to work with Saxx this season to assemble a group of game-changers.”
Under the terms of the multiyear deal, Saxx will become the “official underwear” of “The Rush with Maxx Crosby,” a weekly podcast and YouTube show hosted by Crosby, Brogan Roback and Darien Terrell and featuring guests across the world of football and sports. It will also be the exclusive underwear provider of the Sack Summit, an annual offseason event hosted by Crosby, Von Miller and Cam Jordan that brings together the best pash rushers for two days of on-field drills, workouts, film sessions and mentoring opportunities. The deal will also include retail and event appearance and eventually, co-branded product.
Crosby will be featured in a series of ads for the brand across digital platforms, print publications and various out-of-home mediums where he will model the Multi-Sport Mesh Boxer Brief.
And this season, each time Crosby, who has sacked opposing quarterbacks more than 50 times in his career, achieves that feat again, fans will receive 15 percent off Saxx products on the brand’s website and the company will make a $1,000 donation to the Maxx Crosby Foundation, a nonprofit dedicated to supporting teen substance abuse intervention, youth health and wellness and animal rescue and abuse prevention, among other charitable causes.
