Building on 18 years of experience, Every Man Jack introduced a national campaign featuring NFL quarterback Baker Mayfield and a new Premium Collection. 

Together, these initiatives signal a major evolution in the brand’s commitment to modern masculinity, grit, and achievement while reinforcing its purpose: to celebrate, reward, and support men who embody hard work.

new VP of Marketing, Kim Dao, said, 

“Our new identity celebrates the real work men put in whether you are a weekend warrior dad or an athlete on the biggest stage. Adventure today is a mindset and an attitude, it’s about the effort, and the reward that follows. This rebrand brings that energy into both our products and storytelling, marking an evolution that positions Every Man Jack to lead the category in a way that’s modern, inclusive, and authentically masculine.”

Guided by extensive consumer research, this new brand positioning reflects a growing demand for authentic, clean, performance-driven grooming that supports real men in their real routines. 

With innovation, design, and storytelling now unified under this refreshed vision, the brand is positioned for its next phase of growth under the leadership of its new VP of Marketing, Kim Dao.

Premium Innovation

As a Certified B Corp committed to reducing waste and elevating performance, Every Man Jack is doubling down on innovation across both product and packaging.

Beginning February 2026, the brand will roll out its new Premium Collection—a significant evolution that raises the bar on performance, ingredient quality, scent sophistication, and design, while maintaining accessibility with all products priced under $10 at mass retailers. 

Developed as a direct response to rising consumer demand for cleaner, better-performing grooming solutions, the collection features naturally derived, benefit-led formulas across 48-Hour Odor Defense Deodorant, Exfoliating Body Wash, and Shampoo & Conditioner Separates.

Athlete Campaign

At the center of the brand’s reintroduction is a full-funnel national campaign that celebrates Every Man Jack’s achievement mindset across performance and wellness. 

Headlining the “For Men Who Put in the Work” national spot is NFL quarterback Baker Mayfield. 

The campaign follows Mayfield through a high-intensity training sequence that underscores the universal truth behind the new platform: showing up, putting in the work, and striving to be better every day. 

The campaign debuts January 8 and will run across digital, streaming, and broadcast media, marking the start of a yearlong partnership spanning purpose-driven storytelling, sports-focused programming, content integrations, community events, and ongoing brand initiatives.

As an under-recruited high school athlete who walked on not once but twice before earning the Heisman Trophy and later fighting to re-establish himself as a starting NFL quarterback, Mayfield’s journey is built on tenacity and resilience.

Sweat Equity Project

To celebrate the men who put in the work every day, Every Man Jack is introducing The Sweat Equity Project, a storytelling and community grant platform that honors those who earn their growth the hard way. 

Through the platform, the brand will spotlight a range of voices—from elite performers to everyday achievers—beginning with Mayfield and expanding to additional ambassadors and community members whose journeys reflect the perseverance at the heart of the brand.