NRL Star Nathan Cleary Leads Rexona’s Latest Campaign

The NRL’s Nathan Cleary has been unveiled as the new face of Rexona’s new ‘Bring the Heat’ campaign. The Penrith Panthers player has entered into a two-year partnership with the antiperspirant brand, which aims to inspire confidence and encourage people to stay active.

The campaign, developed by Generator United and Photoplay, highlights Rexona’s 72H Advanced Protection range, which features body heat activated technology designed for long-lasting performance and freshness.

This campaign also emphasises Cleary’s dedication and ability to overcome challenges, as he hopes more Australians will realise their full potential through physical activity.

Media agency Mindshare will manage the campaign across multiple platforms in Australia and New Zealand, running across screens, social media, out-of-home advertising, partnerships, retail, and search.

John McKeon, Rexona’s marketing director, commented that Nathan Cleary represents the peak of athletic excellence in Australia. Cleary’s resilience and determination mirror Rexona’s brand values, making him a fitting ambassador for the campaign.

The campaign will also feature several innovative initiatives, including The Rexona Analyser, which provides in-depth coverage of high-intensity moments during Friday matches. Other elements include a Snapchat augmented reality lens, heat-activated out-of-home advertising, and geo-targeted online video content.

This partnership is another example of how high-profile sporting stars can significantly elevate brand awareness by leveraging their wide-reaching influence and strong fan base, creating powerful endorsements that resonate with diverse audiences.