Honoring the Unsung Heroes of College Sports

Men’s grooming brand, Duke Cannon Supply Co., has launched an innovative campaign that sheds light on one of the most overlooked figures in college sports: the mascot. Their new “Un-NIL Earn Your Clean” campaign highlights the hard work and dedication of the anonymous individual behind Cy the Cardinal, Iowa State University’s beloved mascot. While most college athletes are eligible for name, image, and likeness (NIL) deals, mascots remain faceless and nameless — but Duke Cannon aims to change that with this groundbreaking initiative.

A Name, Image, and Likeness Deal Without the Name, Image, or Likeness

Duke Cannon’s deal with the man behind Cy the Cardinal comes with an unusual twist — they can’t actually reveal his name, image, or likeness. Unlike athletes, college mascots are contractually required to remain anonymous. While the players on the court can secure lucrative sponsorships and public recognition, mascots remain in the shadows, even though they work just as hard — if not harder — to energize the crowd and elevate the game-day atmosphere.

That’s where Duke Cannon steps in. The brand, known for its rugged, hardworking grooming products, saw an opportunity to give back to these unsung heroes. As Oliver Pérez, CMO of Duke Cannon Supply Co., explains:

“Duke Cannon helps people who get properly dirty get properly clean, and nobody works harder and gets the least amount of recognition during March than college basketball mascots. From trampoline dunks, to free-throw distractions, and halftime shows — all while wearing a heavy, sweat-soaked mascot costume — these guys work hard and deserve to be recognized for being the ultimate hype men.”

Cy the Cardinal: The Ultimate Hype Man

The man behind Cy the Cardinal may remain anonymous, but his impact on the Iowa State basketball team and its fans is undeniable. Mascots bring energy, humor, and excitement to every game, often performing under intense physical and emotional pressure. From high-flying dunks to crowd-pumping antics, mascots are essential to the game-day experience — but they rarely receive the credit they deserve.

With the “Un-NIL Earn Your Clean” campaign, Duke Cannon is recognizing this hard work in a meaningful way. The man behind Cy will now stay Duke Cannon fresh while performing with the cheer squad, interacting with fans, and keeping the energy high throughout March Madness. The campaign underscores that while his identity may remain a secret, his effort and dedication will not go unnoticed.

The Philosophy Behind “Earn Your Clean”

The Earn Your Clean platform celebrates men who put in the work — not for glory, but because it’s the right thing to do. The campaign embodies Duke Cannon’s core values: recognizing and rewarding the quiet dedication of hard-working men everywhere. Brian Siedband, co-founder and CO-OOO of creative agency Quality Meats, which helped bring the campaign to life, explains:

“The Earn Your Clean campaign celebrates all the Duke Cannon men out there who put in the hard work every day, but not for any glory or recognition. We’re proud to launch it during the biggest moment in college sports by recognizing one of the first-ever Un-NIL deals — even though he literally can’t be recognized since college mascots are required to remain anonymous.”

This sentiment reflects Duke Cannon’s broader brand mission: creating products for men who work hard and deserve to feel fresh and clean at the end of the day.

The Campaign’s Impact and Rollout

The “Un-NIL Earn Your Clean” campaign includes a real sponsorship deal with the Iowa State mascot, creative social media content, and a refreshed brand identity for Duke Cannon. The campaign aligns with the brand’s recent relaunch, which features new product packaging and an updated marketing strategy.

The creative work behind the campaign was spearheaded by Quality Meats, which was named AdWeek’s 2024 Small Agency of the Year. The campaign leverages digital media and social platforms to engage fans, build brand awareness, and celebrate the hardworking spirit of college sports mascots.

More Than Just a Campaign — A Brand Mission

The Un-NIL Earn Your Clean campaign is more than just a clever marketing initiative — it’s a statement about the value of hard work, even when it goes unnoticed. Through this campaign, Duke Cannon is reinforcing its position as a brand for men who get dirty, work hard, and deserve to feel clean afterward.

Duke Cannon’s products — from rugged bar soaps to powerful body washes — are designed to meet the needs of men who sweat and hustle every day. The campaign highlights the brand’s commitment to authenticity and hard work, qualities that resonate with its target audience.

How to Get Involved

Fans can follow the campaign and engage with Duke Cannon on social media using the hashtag #EarnYourClean. For more details on the campaign and Duke Cannon’s product lineup, visit DukeCannon.com and check out the latest content on Instagram and other social platforms.

Duke Cannon’s “Un-NIL Earn Your Clean” campaign is more than a sponsorship — it’s a tribute to the anonymous heroes who make game day unforgettable. While the man behind Cy the Cardinal may remain a mystery, his hard work and dedication are now getting the recognition they deserve.