During the 2010 World Cup, Axe partnered with Larissa Riquelme, an iconic Paraguayan model who is well recognized by soccer fans across the world. Axe and Riquelme teamed up on a simple guerrilla marketing strategy that helped the brand cut through the clutter and generate $2M value of media impressions.
Check out the campaign below and consider ways that your brand can use recognizable fans celebrities associated with sports (outside of players, coaches, and alums) to generate buzz in unconventional ways!