Dove is the US Open's Official Underarm Sponsor
References: usopen.org
Dove, the beauty brand known for its moisturizing products and commitment to real beauty representation, has returned as the Official Underarm Sponsor of the US Open for a second year. In 2026, the company launches the 'Don't Sweat It. Make A Racket.' campaign to celebrate the confidence, style, and fan culture surrounding the tournament.
The 'Don't Sweat It. Make A Racket.' initiative centers on the Dove Antiperspirant, which provides 72-hour sweat and odor protection, with the Dove Invisible collection offering clear application to prevent white marks on clothing. The campaign includes a short film, digital activations, a dedicated refresh destination called The Re[set] Club at the USTA Billie Jean King National Tennis Center, a collaboration with photographers to capture tournament fashion, a social content series interviewing fans, and a partnership with ten women-owned sports bars across the country where tabs will be opened for complimentary food and drinks during the Women's Finals.
Image Credit: Dove
The 'Don't Sweat It. Make A Racket.' initiative centers on the Dove Antiperspirant, which provides 72-hour sweat and odor protection, with the Dove Invisible collection offering clear application to prevent white marks on clothing. The campaign includes a short film, digital activations, a dedicated refresh destination called The Re[set] Club at the USTA Billie Jean King National Tennis Center, a collaboration with photographers to capture tournament fashion, a social content series interviewing fans, and a partnership with ten women-owned sports bars across the country where tabs will be opened for complimentary food and drinks during the Women's Finals.
Image Credit: Dove
Digital Detox Travel Hardware
Consumers are adopting dumbphones and single-purpose gadgets as essential travel hardware to minimize digital distractions during summer trips.
Question 1
During a summer leisure trip, have you ever left your usual smartphone behind and used only a basic phone or "dumbphone" with limited functions?
Question 2
What was the MAIN reason you used this type of device during your trip?
Question 3
On a future leisure trip, how likely would you be to leave your smartphone behind and use only a basic phone with limited functions?
Trend Themes
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Category-specific Sports Sponsorships — Narrow ownership of an overlooked fan need, such as underarm confidence, creates new sponsorship inventory beyond traditional apparel, beverage, and equipment categories.
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Event-based Beauty Utilities — On-site refresh spaces and product-led comfort services turn personal care brands into experience providers within high-attendance cultural and sporting moments.
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Fan Fashion Content — Tournament street style, creator photography, and spectator interviews expand sports marketing into lifestyle media where beauty, confidence, and fandom intersect.
Industry Implications
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Personal Care — Performance-focused deodorant and invisible application formats are reshaping everyday hygiene products into event-ready confidence solutions.
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Sports Marketing — Brand partnerships tied to specific physical or emotional fan experiences open fresh commercial territory for rights holders and sponsors.
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Hospitality — Women-owned sports bar collaborations connect live viewing, inclusive community-building, and sponsored food-and-beverage perks in new fan engagement models.
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