- Inspired by the work players are putting into the upcoming World Cup, Degree has launched a new brand platform called “Here for Sweat”.
- As part of the effort, the Unilever brand is teaming up with U.S. soccer player Christian Pulisic for a new TV campaign that highlights the sweat that goes into preparing for the FIFA tournament.
- In the spots, Degree goes behind the scenes with Pulisic to show the training and recovery that goes into his game.
The World Cup will be the biggest ever, running across three countries in North America and 16 host cities. Degree is tapping into the growing cultural momentum that builds ahead of major global tournaments by partnering with one of the most well-known American players. In doing so, the brand is Degree aiming to position itself at the intersection of sport, performance and culture.
“At Degree, our strategy starts with our core belief: we’re here to support people through every drop of sweat,” said Chris Symmes, head of marketing at Degree Deodorant. “Football, especially on the global stage, is one of the purest expressions of that. It’s where intensity, preparation, pressure, and performance all come together.”
The “Here for Sweat” platform is designed to bring this ethos to life through the lens of global football, by making it culturally relevant for U.S. audiences. “We’re seeing a real inflection point – soccer’s cultural momentum in the U.S. is accelerating and fans are engaging with the sport in deeper, more emotional ways,” explained Symmes.
The brand’s media strategy is multi-pronged in order to balance scale with cultural relevance. The brand is launching with a national TV presence during sports programming to drive awareness and establish credibility. The brand is also pushing this messaging into digital, social and athlete-driven content in a move to bring the story closer to fans.
“The idea of sweat and preparation is inherently personal, so it’s best told through immersive formats – short-form video, social platforms, and content that gives audiences a more intimate view of Pulisic’s journey,” remarked Symmes.
“As soccer continues to grow in the U.S., we’re meeting consumers at the right time, through a credible voice like Pulisic,” he added. “That helps us build emotional connections, particularly with younger and more diverse audiences who are driving the sport’s momentum.”
“From a business perspective, it’s about turning that connection into consideration. We’re reinforcing Degree’s role in performance and resilience – qualities that resonate whether you’re competing at the highest level or navigating your everyday routine. Paired with strong retail and commerce support, we’re able to convert that engagement into action.”
