Calling All Soccer Fans: Axe Wants to See Your Craziest Game Day Outfits

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NFL fans think they’re pushing the envelope with a wig and a little face paint. But they should take notes from FIFA fans, who know how to dress far crazier—and nowhere more than at the World Cup.

At the 2022 games in Qatar, getups included a pair of lions, a green falcon, and a cow in a red top hat.

The 5 billion fans who watched those games weren’t the only ones admiring the wardrobing spectacle. So was the marketing team at Axe, which has decided to make wild costumes the centerpiece of its World Cup sweepstakes, debuting today (April 15).

Entrants to its costume contest will be eligible to win 82 tickets to seven different matches, the top prize being a pair of stubs for the quarter final in Miami. To enter, fans must dress up in “their most over-the-top FIFA World Cup 26 fan fit” and post a video of themselves including the product to TikTok, tagging @AXE_US.

A raffle is one of the oldest plays in the marketing book, but the brand’s US head Dolores Assalini stressed that this promo’s distinguishing element is participation.

“We intentionally moved away from something passive,” Assalini told ADWEEK. “We wanted to create an idea that invites people to show up, have fun, and express themselves in a way that feels personal.”

Given that this is fan culture, the expressions are bound to be ridiculous. But it’s individuality carrying the day here, not fashion.

“By encouraging creativity and supporting young guys to feel more confident, we’re hoping to spark participation that feels more meaningful and memorable,” Assalini added.

The spot announcing the sweepstakes, produced by social-media comedy duo The Pointer Brothers, resurrects all young bro humor that Axe has long been known for. But the biggest payoff for Axe is something most viewers probably won’t even notice: the permission just to say “FIFA World Cup.”

Much like their counterparts behind the Olympics and the Super Bowl, FIFA exercises strict control over the use of the World Cup’s symbols and nomenclature. Football’s governing body divides its brand partnerships into tiers, with partners like Visa and Coca-Cola topping the list.

Axe parent Unilever is a sponsor, which is one step down, though still a level that reportedly costs anywhere from $80 million to $100 million to access.

That’s not cheap, but it could be worth it. The World Cup is increasingly becoming the go-to event for brands in search of a mega audience that also skews young and diverse. According to marketing agency For Soccer, 17% of American fans have come to the sport within the past five years. Within that newcomer group, 53% are female, nearly a third (29%) are Black, and 35% are 16-24 years old.

Another benefit for Axe is all of the fan-made content coming its way.

“Our intention is to spotlight standout submissions across our owned channels as they come in, and potentially incorporate them into any future content we develop around the campaign,” Assalini said.