SAXX expands 'Gamechangers' platform, aligns with pro basketball player Aaron Gordon

Aaron joins All-Pro defensive end Maxx Crosby and top football draft prospect Ashton Jeanty on brand's roster of game-changing athletes

VANCOUVER, BC, Feb. 18, 2025 /PRNewswire/ -- SAXX changed the underwear game and now it's taking its talents to the basketball court, as the brand today introduced pro basketball player Aaron Gordon as the newest member of its starting lineup of game-changing athletes.

The Gamechangers – which already include All-Pro defensive end Maxx Crosby and top football draft prospect Ashton Jeanty – represent high-level performance and a legacy of being game changers in their respective crafts.

"I prioritize balance in my lifestyle," said Aaron. "That's why I'm excited to partner with SAXX. Their dedication to excellence aligns perfectly with my lifestyle. Whether I'm honing my skills on the court, feeling creative in the studio or taking a moment to mentally and physically recharge, SAXX offers the perfect combination of comfort, style and support for every moment of my day."

The theme of duality pervades Aaron's approach to his life and career. As a multidimensional individual, his passions extend well beyond basketball, spanning everything from fashion and music to art and architecture.

The diverse nature of Aaron's personality is the ideal expression for SAXX and his enduring commitment to self-growth on and off the court sustains his status as a Gamechanger.

"Aaron is the perfect example of someone who excels in many areas of life – both on and off the court," said Tom Berry, CEO, SAXX. "We believe in the power of versatility and Aaron's inspirational journey mirrors our commitment to support those who are pushing boundaries. We're excited to welcome Aaron into the SAXX family and look forward to supporting his game-changing legacy for years to come."

Aaron is featured in a suite of new creative assets that will be distributed across various digital, print and out-of-home mediums.

The 60-second ad showcases Aaron wearing the SAXX Multi-Sport Mesh Boxer Brief, as he explains his point of view on what it takes to change the game. The dichotomy of Aaron is on display from intense, powerful movements on the basketball court to composed, tranquil moments of meditation.

As a part of the partnership, SAXX will collaborate with Aaron on limited-edition underwear prints and curated product collections – "Aaron's Picks." The brand will also make an annual donation to the Gordon Family Foundation, which provides community services in underserved areas and STEM education to underrepresented youth.

About SAXX Underwear Co. Ltd.
SAXX's obsession with the comfort of manhood continues to revolutionize the men's underwear industry. SAXX underwear keeps guys comfortable, confident and ready for action in any situation. The brand is one of the fastest-growing men's underwear companies in North America and is poised for growth beyond the underwear market into other categories such as activewear, swimwear, and sleepwear.

SAXX is renowned for their game-changing technology. As the original pouch underwear innovators, they kick-started the men's underwear revolution with the BallPark Pouch® – a scientifically engineered, anatomically shaped pouch that secures everything in place for chafe-free comfort. SAXX's underwear innovations include:

• BallPark Pouch®: The original men's pouch technology
• DropTemp® Cooling Technology: Rapid cooling tech without chemicals
• Stop Drop Technology™: A wicking structure that eliminates awkward moisture
• No-RideUp Leg™: Keeps your underwear secure to your thigh and out of your groin
• Three-D Fit®: A 9-panel construction innovation for a secure and comfortable fit
• Flat Out Seams®: Super-soft, flat seams for zero chafe all day.

For more information, visit saxxunderwear.com or follow SAXX on social at @saxxunderwear.

Media Contact
Zeno Group for SAXX
[email protected]

SOURCE SAXX