Every Man Jack has launched a new initiative giving consumers the chance to win US$100,000.
Consumers are being invited to nominate someone “whose hard work often goes unnoticed” for a chance to win, with Every Man Jack brand ambassadors and athletes Baker Mayfield, Max Homa and Bryce Eldridge being the first to add their nominations.
In addition to the grand prize of $100,000, there are ten runner-up prizes (Every Man Jack x Baker Mayfield PR Kit, $150 value), and up to 500 community prizes (Every Man Jack best-sellers kit, $30 value).
Celebrating “the discipline, perseverance, and everyday effort behind every accomplishment”, the Sweat Equity sweepstakes debuts alongside the brand’s newest reformulated deodorant offerings at US retailer Walmart.
“The idea for Sweat Equity grew out of a larger conversation around what it means to 'put in the work' in a culture increasingly focused on optimisation, achievement and outcomes,” Nick Hasselberg, VP of Marketing & Omnichannel, told Cosmetics Business.
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“Our society is fixated on the finish line and instant gratification, as evidenced by things like biohacking, artificial intelligence (AI), automation, modern medicine’s quick fixes, instant entertainment and the endless (and oftentimes ruthless) pursuit of efficiency.
“We talk about the result far more than we talk about the process it took to get there.
“We celebrate the promotion, the win, the finished product, but not always the discipline, commitment and resilience behind it.”
Hasselberg explained: “That insight has been central to our ‘For Men Who Put In The Work’ platform, which came to life through our ambassador program.
“This year we signed on athletes who are not known for being perfect in every sense, guys who have faced real adversity and kept their nose to the grindstone anyway.
“We wanted to activate around our ambassadors in a way that felt authentic to their stories and reflective of what our consumer was feeling, so we did the research, and it confirmed what we suspected: as a society, we are fixated on the finish line.
“With Sweat Equity, we saw an opportunity to take that idea beyond our ambassadors and into our broader community, championing men for the journey they are on and inviting people to recognise the men in their own lives whose effort deserves to be celebrated.
“We are bringing that to life through our ambassadors' personal stories, community storytelling and the sweepstakes itself.”
What to expect from Every Man Jack’s Sweat Equity Sweepstake
To kick off the campaign, the brand’s ambassadors will be sharing their own nominations.
“Our ambassadors are helping bring Sweat Equity to life through personal stories and nominations of their own, but this campaign is not really about celebrating them,” explained Hasselberg.
“It is about celebr
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