Western Bulldogs midfielder Bailey Smith has teamed up with men's hygiene brand Stuff That Matters as the new face of their "men's everyday essentials" line.
The company partners with charity organisation Man Cave, which helps fund young men's mental health programs, and has created a new line of deodorants, body sprays and simple skincare routines.
Smith took to Instagram to announce the collaboration, which also features Newcastle Knights NRL star, Kalyn Ponga.
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The range includes two distinctive Antiperspirant Deodorants (Confidence and Sport) as well as two types of Fine Fragrance Body Sprays (Good Fella and Smooth Operator) that will retail for $9 and $8 respectively at Woolworths.
So what is Stuff That Matters? The men's focused lifestyle brand has this to say:
"It's a confusing time to be a man. That's why Stuff That Matters exists.
"To help men look good, feel good and do good as they navigate a new era of masculinity.
"Our line-up of men's everyday essentials has it all: high-performing antiperspirant deodorants, great-smelling body sprays, and simple skincare routines. Made right here in Oz, B-Corp certified, vegan, and cruelty-free, with no dodgy ingredients
"What we are serious about is our missionโbreaking stereotypes, redefining masculinity, and advocating for men's mental health awareness."
STUFF THAT MATTERS: Support men's health today
Founder Hunter Johnson believes there's a chasm in the personal care category for men, saying it has been "dominated by outdated conglomerates who perpetuate tired and toxic stereotypes that don't represent modern masculinity".
โWe've witnessed an amazing amount of innovation and evolution in the female space, but next to nothing for men. It's a white-space opportunity to provide a positive narrative for men in a time when there aren't many," Johnson told Broadsheet.
โAs elite athletes, they challenge outdated hyper-masculine stereotypes that have restrained men for too long,โ Johnson says.
โInstead, they boldly express themselves and prioritise their mental wellbeing and self-care โ what Stuff That Matters is all about.
"Their (Smith and Ponga) example is crucial for the next generation, particularly amid the ongoing crisis of male suicide and gender-based violence.โ
Smith's association comes as the social media sensation continues to build his brand outside of his footballing talents.
The Bulldogs star is an ambassador for Monster Energy and Cotton Onย and has appeared on advertising campaigns for McDonald's, Kayo Sports and CoinSpot.
Smith also founded the company Alter Ego Drinks which launched an alcoholic drinks line calledย Barry Drink,ย partnering up with Collingwood brothers Nick and Josh Daicos, Carlton's Charlie Curnow and NRL superstarย Reece Walsh.
Stuff That Matters' alignment with combating men's mental health fits the bill with the 23-year-old, who has previously opened up about his own personal struggles.
In an interview withย AFL Media in 2021, Smith revealed the complexities of being in the public eye whilst also being pigeonholed as just a "footballer".
Bursting onto the AFL scene, the Pick 7 from the 2018 National Draft caught the eye of Australia, quickly becoming one of the nation's most followed athletes.
Now Smith, who is in the final year of his contract, is understood to be weighing up moves to Geelong or Hawthorn.
The Sandringham Dragons product has played 103 games for the Bulldogs but none in 2024 after suffering an anterior cruciate ligament (ACL) injury ahead of the campaign.
Support men's health with Stuff That Matters today.
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