Axe teams with Marvel on The Fresh-Men

Body spray brand taps promotes new Ice Chill products, with five-part online comic following The Fresh-Men teen superheroes in Black Panther’s Wakanda

Written by Rhys Thomas

Posted 15.07.2019 | Lifestyle

Axe teams with Marvel on The Fresh-Men thumbnail

Axe body spray has enlisted the power of Marvel to promote a new line of Ice Chill products with a band of superheroes dubbed The Fresh-Men.

The collaboration has spawned a five-part online comic series that takes place in the Future Minds School of Science & Technology, one of the Wakanda outreach academies for inner city youth. 

It follows five seemingly normal high-school students – Burner, Windchill, Kid Vanish, Override and Doubletime – who use their hidden powers to navigate teenage life and ‘inspire teens everywhere to stay chill’.

"Comic books are awesome storytelling vehicles for our teen fans, so working with Marvel was a no-brainer,” says Mark Lodwick, Brand Director of Axe. “Axe believes attraction and confidence are powers guys can tap into everyday to be their best selves, so creating a team of young super heroes who routinely flex that confidence when facing adversity is a perfect way to reinforce this belief to our guys.

“Also by creating a mixtape, we drew on our fans love of hip hop to further explore these characters and extend the experience, fun and enjoyment of the Fresh-Men to our fans."

The Fresh-Men Mixtape is streaming now on Spotify and features Dave East, Kodie Shane, 070 Phi, D Savage, Louis IV and Akilz Amari, with original songs inspired by the characters and their superpowers.


Spirit Riding Free gallops into Mattel portfolio thumbnail

Spirit Riding Free gallops into Mattel portfolio

New toy range strengthens partnership with Universal Brand Development

Licensing International to conduct first industry diversity study thumbnail

Licensing International to conduct first industry diversity study

Global study aims to understand current level of diversity in the licensing industry and use findings to grow talent pool ...

WBCP opens new Poland office thumbnail

WBCP opens new Poland office

Warsaw outpost joins network of European offices and will be headed by Dorota Pawlowska as the region’s Director of Licensing ...

Press Releases

Energizer spotlights Masha the Bear thumbnail

Energizer spotlights Masha the Bear

Animaccord and Energizer partner on Masha and the Bear licensed torches, heading to retail across EMEA in 2020

Elmo’s World comes to UK’s Tiny Pop in 2020 thumbnail

Elmo’s World comes to UK’s Tiny Pop in 2020

Kids’ TV channel expands its Sesame Street content with new series of short-form, interactive episodes

Milkshake picks up Pirata & Capitan S2 thumbnail

Milkshake picks up Pirata & Capitan S2

UK kids’ block acquires second series of the Millimages pre-school animation after successful first run

Moorcroft is Chelsea’s Choice thumbnail

Moorcroft is Chelsea’s Choice

Moorcroft and RHS present the limited-edition vase Chelsea’s Choice, celebrating Chelsea Flower Show 18 Plant of the Year