When Every Man Jack (EMJ) announced its year-long partnership with Tampa Bay Buccaneers quarterback Baker Mayfield in January, it would have been easy to follow a familiar script: athlete holds up shower gel, rolls on some deodorant, brand slices it up for social and TV, everyone goes home smelling fresh.
Instead, Mayfield has a much more hands-on role. Fresh from starring in the personal care company’s “Sweat Equity” campaign, which invites consumers to nominate someone “whose hard work often goes unnoticed” for a chance to win $100,000, the NFL star is now helping shape the products themselves.
Ahead of football season, he has co-created a range with EMJ for Target, which includes body wash and antiperspirant in scents including “Tampa Two Coconut” and “Deep Shot Cedar,” designed to pay homage to Baker’s game-day routine.
