NEW YORK — Professional skateboarder Paul Rodriguez, also known as “P-Rod,” is partnering with Unilever’s Axe men’s grooming brand to take his style off the board and into the personal care aisles.
Capturing the soul of Los Angeles street culture, the new Axe Kilo with Paul Rodriguez collection is inspired by P-Rod’s heritage, and was illustrated by artist Mister Cartoon. The limited-edition line marks the first time Axe has collaborated on a product design that features outside creative influence.
“I partnered with Axe and Target to create new packaging artwork based on the influences that I grew up around and shaped who I am,” Rodriguez said. “From his mural designs to tattoo work, Cartoon was the obvious choice to bring this street style to life. It was very special to me that Axe and Target let us lead the creative process.”
The product line was unveiled in New York City on Wednesday at a custom, pop-up skate park, curated in P-Rod’s vision. Axe, P-Rod and Mister Cartoon also joined forces on a three-part video series, which highlights the significance of the collaboration, their individual paths to success and the genesis of the new Kilo design. All three videos are available at www.YouTube.com/AXE.
“We’re really proud of this collaboration, as it infuses the personalities of P-Rod and Mister Cartoon into the Axe Kilo product line, which directly speaks to what’s relevant to guys and girls today,” said Matthew McCarthy, senior director, Axe and men’s grooming for Unilever. “And by giving both P-Rod and Cartoon the freedom to create however they choose, it’s an authentic and inspiring look for the brand that pushes boundaries in unexpected ways.”
The collaboration will include designs for the entire Kilo product line, including bodyspray, antiperspirant and deodorant sticks, body wash and shampoo — all available only at Target and Target.com for a limited time.