Dove Men+Care Partners with Marshawn Lynch: Authenticity and Confidence Unveiled

Dove Men+Care has launched a new campaign in partnership with former NFL star Marshawn Lynch, also known as “Beast Mode.” This collaboration emphasizes authenticity and confidence, targeting sports fans and young men who value self-care products.

Dove Men+Care Beastmode Collection Overview

The Dove Men+Care Beastmode Collection features two exclusive fragrances: “You Just Got Got” and “Beast to the Bone.” These limited-edition scents are available at Target. Lynch played an integral role in selecting the fragrances and their names.

Campaign Strategy and Approach

• The campaign runs from September 12 to November 6, 2025.
• The collaboration focuses on creating a connection with men seeking individuality and freshness in grooming products.
• Authenticity is central to the campaign, drawing from Lynch’s confident persona both on and off the field.

Jake Hirsch, head of Dove Men+Care U.S., emphasized Lynch’s unapologetic nature as a key reason for their partnership. The target audience is primarily Gen Z and millennials who desire more than functional products; they seek an experience that promotes self-confidence.

Creative Elements of the Campaign

The advertising strategy includes humorous commercials featuring Lynch. In one memorable 79-second spot, fictional scientists analyze Lynch to uncover his “unquantifiable levels of swag.” Lynch humorously interjects, describing the fragrance as “if ambition had armpits.” This engaging narrative reinforces the brand’s identity.

Engagement and Influencer Collaboration

• Dove Men+Care created signed jerseys for fans, featuring Lynch’s legendary number 24 but labeled “Beastmode.”
• Social media efforts included promotions on Lynch’s podcast, “Da Get Got Pod,” and partnerships with influencers like sports commentator Kay Adams and actor Daniel Peera.
• Press releases were distributed to various media outlets to generate earned media coverage.

Campaign Success Metrics

The campaign has already garnered significant attention. Coverage from outlets like Forbes has contributed to its visibility. On social media:

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

This collaboration between Dove Men+Care and Marshawn Lynch exemplifies a successful blend of branding, humor, and authentic engagement, appealing effectively to a younger audience.