When we teamed up with SAXX in 2015, the brand was making its first moves into the U.S. after a strong debut in Canada. Our mission? Generate buzz, build credibility, and get media talking—about underwear.
At first, pitching journalists on testing men’s underwear raised some eyebrows. And openly discussing male anatomy? That was uncharted territory. But we embraced the challenge and turned skeptics into SAXX superfans. From Outside Magazine to Popular Mechanics, Men’s Journal, Bloomberg, and The New York Times, we helped SAXX land coverage in top-tier media.
Our product pitching game was unstoppable, with standout collaborations featuring star athletes like Jake Arrieta and Kevin Love. We also spearheaded media events in NYC, LA, and Vancouver, shaping SAXX’s positioning through high-impact storytelling and product launches.
Beyond traditional PR, we powered SAXX’s consumer engagement at The Pursuit Series and Outpost summer camps, SXSW parties, and SAXX-branded ManTalks events. One of our boldest activations? Hosting a men’s group in British Columbia’s Discovery Islands for raw, uncomfortable conversations—where SAXX helped guys “find comfort in discomfort.”
From media hype to cultural impact, we didn’t just build buzz for SAXX—we helped redefine the conversation around men’s comfort.
Just one placement with Wirecutter drove $25,000 in sales monthly – an affiliate partner that couldn’t be overlooked.
2022 PR hits equated to $35M in ad-value equivalencey, with more than 600 features about the brand across mainstream, lifestyle, outdoor, sport and fashion press.
a testament to their outstanding dedication to growing our business."
