Aaron Gordon usually makes headlines for jumping over mascots or locking down the league’s toughest scorers. But lately? People aren’t talking about his defensive rating. They’re talking about his partnership with SAXX Underwear.
It’s bold. Honestly, it’s a little jarring if you’re used to seeing him in a Nuggets jersey. The campaign, which dropped in February 2025, features the 6'8" forward in way less clothing than we're used to, and it’s gone predictably viral. If you’ve spent any time on sports Twitter or Instagram lately, you’ve likely seen the "Ball is Life" caption that sent the internet into a collective tailspin.
The Aaron Gordon Underwear Ad Breakdown
This isn't just some random endorsement where a player slaps their name on a box. Gordon joined SAXX as part of their "Gamechangers" roster. He's standing alongside guys like Maxx Crosby and Ashton Jeanty. But Gordon’s creative is different. It hits on this weird duality of his life—one minute he’s doing explosive, rim-rattling dunks, and the next, he’s basically a Zen master in deep meditation.
The core of the ad focuses on the Multi-Sport Mesh Boxer Brief. The brand loves to brag about their "BallPark Pouch" technology. Yes, that is the real name. It’s designed to prevent "skin-on-skin friction," which, if you’re an elite athlete moving like Gordon, is probably a bigger deal than most of us realize.
What happened when it dropped?
When the visuals hit Instagram, things got chaotic. Gordon posted a video flexing his abs and showing off his athleticism with the caption, "Ball is life. @saxxunderwear knows this."
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The comments were a mess. In a fun way.
- Fans were joking about "crashing forklifts" while watching the ad.
- Others pointed out that his "8-pack of tallboys" was basically a walking anatomy lesson.
- One commenter even thanked his parents for "not sleeping that night."
It’s a masterclass in how a brand can take a "serious" athlete and use his physical presence to dominate the algorithm. SAXX CEO Tom Berry basically said Gordon was the perfect fit because he excels in so many lanes—on the court, in the studio making R&B music, and in his community work.
It’s More Than Just thirst traps
Underneath all the memes and the "eye-opening" photography, there’s actually a pretty solid business and community angle here. That’s the part most people skip over because, well, look at the photos.
But here’s the reality:
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- Charity first: As part of this deal, SAXX is making annual donations to the Gordon Family Giving Foundation. This helps fund STEM education for kids in underserved areas.
- Product design: Gordon isn't just a face. He’s collaborating on exclusive prints and "Aaron’s Picks" collections.
- Creative timing: The ad launch coincided with Gordon releasing his R&B single, "Too Close," which he wrote while recovering from a calf injury. He’s building a brand that says "I’m more than just a dunker."
Why the SAXX partnership works
Most underwear ads are boring. You get a guy standing against a white wall looking moody. SAXX went the other way. They leaned into the "dichotomy" of Aaron Gordon.
He’s a guy who grew up with a Marine grandfather who preached discipline and a father who was a "huge, muscular teddy bear." That mix of toughness and vulnerability is exactly what the ad tries to sell. Gordon himself admitted he had to "destigmatize" the conversation around underwear. He used to wear silky boxers that bunched up—a nightmare when you’re trying to win a championship. Now, he’s preaching the gospel of the pouch.
The "BallPark Pouch" isn't just marketing fluff; it’s a 3D hammock-shaped feature inside the underwear. For a guy who relies on his vertical leap, keeping everything in place is a literal performance requirement.
Does it actually rank?
From an SEO and marketing perspective, this was a win. The "Aaron Gordon underwear ad" search volume spiked because the content was genuinely provocative. It wasn't "safe." It was human, a bit funny, and very visual. It bridged the gap between serious sports performance and lifestyle "celeb" culture.
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Actionable Takeaways for the Curious
If you're looking into this because you're actually considering the gear (or just want to follow the Gordon brand), here’s what you need to know:
- Look for the Mesh: If you want the exact ones Gordon wears in the gym scenes, look for the Multi-Sport Mesh series. They're designed for high-output sweat sessions.
- Check the Foundation: If you want to support Gordon’s off-court mission, look into the Gordon Family Foundation’s work with STEM. A portion of this partnership directly fuels that.
- The Music Connection: Don't sleep on his music. If you like the vibe of the commercials, his single "Too Close" fits that exact late-night, creative aesthetic.
The takeaway here is simple: Aaron Gordon is reinventing what it looks like to be a "big man" in the NBA. He’s comfortable in his skin, whether he’s in a jersey or just a pair of 6-inch boxer briefs. That confidence is exactly why the internet can't stop clicking.
To see the latest designs or support the STEM initiatives, you can check out the curated Aaron's Picks on the official brand site or follow his foundation's updates on social media.