With Mennen, “Freshness” Takes Over Paris Basketball!

Published on January 29, 2025

Mennen – a historic hygiene brand and a daily ally for men – is making a big comeback in the world of sports by partnering with Paris Basketball for the remainder of the 2024/2025 season as a major sponsor.

This collaboration marks the meeting of Mennen, the No.1 stick deodorant brand in France, with a modern and forward-thinking club that is shaking up French basketball with its innovative approach and unique lifestyle identity, blending sports and urban culture. Beyond exclusive visibility on the jersey of the French vice-champion team, Mennen will roll out activations throughout the season, including custom content creation, media amplification, influencer collaborations, and live events during games.

Feeling Fresh: A Daily Essential, On and Off the Court

Back in 1995, Mennen partnered with Jacques Monclar to highlight the direct benefits of deodorant for athletes during the most intense moments. Building on this legacy, Mennen is introducing the concept of “Freshness” to Paris Basketball – a mindset that combines confidence and style to handle the pressure of a sports season. Through this concept, Mennen will celebrate Parisian basketball culture with numerous prizes and exclusive experiences to win, as well as innovative activations both at the Adidas Arena and digitally, bringing the FRESHNESS experience to all fans. This initiative was created in collaboration with Publicis Sport.

A Key Moment: The Official Partnership Reveal

The partnership was officially unveiled during the game against Cholet on January 26, 2025, at the Adidas Arena. Fans and public figures attending the event witnessed the brand’s first activations, which electrified the arena: a pre-game show featuring an exclusive performance by the famous dancers and choreographers, Les Twins, who boast 3 million followers on Instagram. Their immense popularity matched their effortless stage presence as soon as the music started, captivating the audience, which included well-known content creators and Mennen brand ambassadors such as Hamed, Brawks, and Totoche.