AXE was looking for a way to get their new colored hair gel into the hands of Gen Z guys and moms. The brand wanted to make an authentic connection with youth sports players by sampling their product nationwide and encouraging young men to “Ditch the Label” as part of their latest campaign.
With LeagueSide’s platform, AXE was able to target major youth lacrosse and soccer tournaments nationwide. At each tournament, AXE implemented branded field banners and tabling setups to distribute products and collect testimonials. This resulted in 75,000 samples distributed amongst GenZ guys and moms, a 90% increased purchase intent, and a 130% increase in brand recall for AXE products.
“We appreciate Axe supporting our club this season. Their hair styling products are now my kids’ go-to brand.” – Youth Sports Parent
“I haven’t styled my hair in a while, but with this, I’m going to try a new look!” – Caleb, 14 years old, Denver, CO