Saxx Underwear

PR & Partnerships

Market launch EMEA supported through various tradeshows

After rapid growth in North America, Canadian sportswear brand SAXX underwear launched its men’s line in Europe. Putting in place a 360° PR, events, and communications strategy, the brand gained solid exposure on several key markets.

SAXX is an innovative clothing brand specialized in men’s undergarments and sportswear. Founded in Vancouver, Canada, the brand has rapidly evolved to being o the fastest-growing underwear brand in North America and works with the likes of Kevin Love, Mark Healey, and other professional athletes. In 2017, the brand decided to launch in several European countries. 

Working closely with the sales direction and Canadian headquarters, I was responsible for the PR and communications strategy in Germany, Austria, and Switzerland, growing the brand's notoriety over a launch period of 12 months. My responsibilities included:

  • Market analysis and competitor research to position the brand within the GAS region
  • Development of 360° communication and media plan
  • Event support at B2B tradeshows such as ISPO Munich and Outdoor Show Friedrichshafen
  • Design of media target list and regional ambassador program
  • Creation of press releases, media kits and promotion materials 
  • Coordination of relevant relationships with key opinion leaders like journalists, bloggers and content creators 
  • Media outreach and reporting
  • Translation of promotion material such as catalogs from English to German

Lifestyle Shot Saxx Underwear starring Kevin Love

Saxx Performance Range

Saxx Underwear Fit Guide