Marshawn Lynch and Dove Men+Care Redefine Swagger with Beastmode Collection Launch

Inside the Collaboration: Why Marshawn Lynch and Dove Men+Care Joined Forces

When Dove Men+Care set out to redefine what men’s grooming could mean, they knew it had to be more than just another celebrity endorsement. Enter Marshawn Lynch, the NFL icon renowned for his “Beast Mode” persona—a nickname that has come to symbolize raw energy, fearless authenticity, and an unmistakable swagger. The partnership, kicking off on September 12, 2025, and running until November 6, is more than a business move; it’s a cultural statement.

Jake Hirsch, Dove Men+Care’s U.S. head, described the need for an ambassador who radiates confidence and individuality. Lynch was the natural fit, especially for the brand’s core audience: sports fans, Gen Z, and millennials who want more from their grooming products than just function. They seek a sense of self, freshness, and a dash of attitude. As Hirsch explained, “We wanted someone unapologetically themselves—Marshawn is that person.”

The Beastmode Collection: Fragrance with a Personal Touch

At the heart of the campaign sits the Beastmode Collection, featuring two limited-edition fragrances: “You Just Got Got” and “Beast to the Bone.” Each is available in body wash and deodorant formats, exclusively at Target. But these aren’t just scents; they’re extensions of Lynch’s character. He played a direct role in picking the fragrances and naming them, drawing inspiration from memorable moments on and off the field. “You Just Got Got,” Lynch explains, echoes his signature catchphrases and the feeling of overcoming obstacles. “Beast to the Bone” captures his relentless energy—a lifestyle as much as a fragrance.

The collection isn’t about plastering Lynch’s face on a bottle. Instead, it’s about channeling the confidence and care he represents. As Lynch put it, “Real strength isn’t just what you do on the field—it’s taking care of your family and your community.” This message resonates throughout the campaign, showing that self-care is an act of strength, not vanity.

A Campaign That Connects: Humor, Authenticity, and Fan Engagement

Dove Men+Care’s marketing strategy goes beyond traditional ads. The campaign features playful commercials where fictional scientists try—and fail—to quantify Lynch’s “swag.” Their verdict? “Unquantifiable.” Lynch’s response, delivered with his trademark dry wit: “It’s more like if ambition had armpits. I’m talking Beastmode.” This blend of humor and bravado is the campaign’s signature, designed to be memorable and relatable.

To deepen the fan experience, Dove Men+Care created custom jerseys signed by Lynch, emblazoned with his iconic number 24 and the name “Beastmode.” These limited giveaways aren’t just promotional tools—they’re collectibles, connecting fans to Lynch’s legacy from his Oakland roots to his Super Bowl triumphs.

The campaign also taps into Lynch’s “Da Get Got Pod” podcast, featuring live reads and custom sponsorship segments. Social media efforts—bolstered by influencer collaborations—add another layer of engagement. Notable names like sports commentator Kay Adams, actor Daniel Peera, and fitness expert Nate Tago joined in, each contributing their unique spin. Peera’s playful TikTok reel, for example, shows him prepping to take his kids to Target for the new products—a relatable slice of everyday life that resonates with Lynch’s audience.

Performance Metrics: Engagement and Media Impact

So, did the campaign work? The numbers say yes. Instagram posts related to the Beastmode Collection drew over 16,000 likes and 260,000 views. Kay Adams’ contributions reached more than 4,400 likes and 181,000 views, while Daniel Peera’s TikTok video surpassed 5,100 likes and 1.3 million views. These figures aren’t just vanity metrics—they reflect genuine interest and connection, especially among younger consumers seeking authenticity.

Press releases pushed the campaign into major outlets like Forbes, amplifying its reach and cementing its place in the wider conversation about men’s personal care. The multi-channel approach—blending humor, influencer involvement, and direct fan interaction—proved to be a winning formula for both Dove Men+Care and Lynch.

Legacy, Community, and the Meaning of Care

Beneath the surface, the collaboration is about more than just selling body wash or deodorant. It’s about shifting perceptions of what it means to care for oneself and others. Lynch’s philosophy, echoed throughout the campaign, centers on authenticity and support—whether that’s on the field, at home, or in the broader community. “If you got it, you got it. If you don’t, get some Beast to the Bone and you’ll get it,” Lynch jokes, but the underlying message is clear: confidence and self-care are accessible to everyone.

For Lynch, the launch of the Beastmode Collection is another step in a career that’s always balanced business, creativity, and giving back. He’s not just a football legend; he’s an actor, a podcaster, and a philanthropist. This campaign, with its emphasis on authenticity and care, fits seamlessly into his broader legacy.

By putting Marshawn Lynch’s personality front and center, Dove Men+Care’s Beastmode Collection succeeds in bridging the gap between product and purpose. The campaign’s humor, authenticity, and fan engagement aren’t just marketing tactics—they’re a reflection of a shifting culture where confidence, self-care, and community matter as much as performance. In a crowded market, this partnership stands out by making swagger and care inseparable.