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.