• Loading stock data...
Wednesday, November 6, 2024
The Best Employers in Sports survey is open through Nov. 6 Learn More

Rising NFL Star Derrick Henry Lands Old Spice Endorsement Deal

  • The NFL rushing leader is the star of a new Old Spice ad campaign.
  • Henry’s Week 5 stiff-arm of Josh Norman was the TV highlight of the year — so far.
Derrick Henry stiff-arms Josh Norman
George Walker IV-The Tennessean via Imagn

Derrick Henry had the TV highlight of the NFL season so far in Week 5, stiff-arming would-be tackler Josh Norman, then hurling him to the ground. Blue-chip corporate sponsors are starting to notice the bruising running back’s growing stardom.

That will include starring as Procter & Gamble’s new “Old Spice Guy.”

The Pro Bowl running back will star in a new TV commercial for Old Spice’s Sweat Defense antiperspirant and deodorant.

The animated TV spot will show Henry in a video game, playing the Los Angeles Rams at the new SoFi Stadium. Similar to his real-life rag-dolling of Norman, the virtual Henry barrels through the Rams defense, dragging defenders along with him. He simply keeps going, running through the end zone, out of the stadium — then through the streets, playgrounds, and airports of Los Angeles. 

In keeping with the video game feel of the spot, a red bar showing Henry’s “sweat blocking power” is seen at the top of the screen. The tagline: “Smell Ready for Anything.”

The 30-second spot created by Wieden+Kennedy is slated to debut on Old Spice’s YouTube page Oct. 27. Its expected to premiere on TV during Fox Sports’ “Thursday Night Football” telecast of Titans-Indianapolis Colts on Nov. 12.

Despite playing only five games, the 26-year old Henry leads the NFL in rushing this season with 588 yards. 

The 2015 Heisman Trophy winner out of the University of Alabama previously led the NFL in rushing during the 2019 season with 1,540 yards. He tied with Aaron Jones of the Green Bay Packers with 16 rushing touchdowns.

After his breakout 2019 season, Henry signed a four-year, $50 million contract extension with the Titans that included $25.5 million in guaranteed money. During his five-year NFL career, he’s earned $20.4 million in salary, according to Spotrac

After signing with Nike out of college, Henry has endorsed Pepsi, Dr. Teal’s Epsom Salts and Champs Sports. As an official NFL sponsor, Old Spice likes to cast NFL players in its ad campaigns. Previous stars featured in commercials include Von Miller, Ray Lewis, Brian Urlacher, and Wes Welker. 

P&G signed a new five-year deal to renew its NFL sponsorship in 2018. Old Spice sales grew 24.6% in 2019, the largest increase in the category, according to Statista. Meanwhile, sales for the rival Degree Men and Secret Outlast brands both fell 7.6%.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

2024 NFL Trade Deadline More Active Than 2023

Several big-name players found new homes.

2024 NFL Trade Deadline Live Updates: Lattimore Bolsters Commanders Defense

The 2024 NFL Trade Deadline is at 4:00. Which teams have added talent and salary?

ESPN’s Jason Kelce Avoids Discipline After Viral Fan Confrontation

The dust continues to settle from Jason Kelce’s viral confrontation.
opinion

McCarthy: Embiid, Kelce May Have Overreacted, but Hard to Blame Them

Joel Embiid shoved a columnist, while Jason Kelce smashed a heckler’s phone.
podcast thumbnail mobile
Front Office Sports Today

The NFL Player Set to Inherit a US Potato Empire

0:00

Featured Today

NFL Center Connor McGovern Is the Heir to a Potato Empire

The NFL vet’s family provides potatoes for McDonald’s, Wendy’s, and others.
Vanderbilt Commodores fans head to the south end zone as the goal post is taken down by exuberant fans after beating No. 1 Alabama 40-35 at Vanderbilt Stadium in Nashville, Tenn., Saturday, Oct. 5, 2024.
opinion
November 2, 2024

Something New in College Football This Year: Parity

Upsets, surprises. CFB is more fun on the field than the NFL.
Sep 28, 2024; Tuscaloosa, Alabama, USA; GOP Presidential candidate Donald Trump waves flanked by former Georgia Bulldogs player Herschel Walker, recording art Kid Rock, professional golfer John Daily, Alabama senators Tommy Tuberville (R) and Katie Britt (R) during the second half of the game between the Alabama Crimson Tide and the Georgia Bulldogs at Bryant-Denny Stadium.
November 1, 2024

Mission Swing State: College Football’s Political Advertising Battle

Trump, Harris, and the PACs that support them are utilizing the sport.
October 31, 2024

The Untapped Revenue ‘Powder Keg’ of Women’s NFL Fandom

There’s a “boatload” of money at stake for brands and the league.
August 22, 2024

Marketing Stunt Had Major Cycling Race Start In Grocery Store

The Vuelta has a history of creative stage kickoffs.
August 26, 2024

Cooper Flagg Spurns Nike Ties for New Balance

Flagg is the projected top pick in 2025.
Sponsored

World Series Delivers High-Demand Marquee Matchup

The hype around the World Series matchup drove ticket prices to record levels—but the Dodgers’ dominance quickly quieted the fervor.
August 19, 2024

Jake Paul Claims He’ll Make $40 Million Off Tyson Netflix Fight

Paul and Tyson are set to fight in Texas in November.
August 16, 2024

Mets Bring Back Grimace in Latest Viral Gambit

Viral marketing is typical for the 2024 Mets, who have leaned in.
August 15, 2024

Saudis Make North American Soccer Inroads With Concacaf Deal

It’s PIF’s first North American soccer investment.
August 9, 2024

Are Track & Field Heading for a Divorce?

Money is rushing into running, but not jumping or throwing.