Dove seeks an underarm ambassador ahead of US Open 2025

Dove Advanced Care Antiperspirant is stepping into the spotlight in an entirely new way by seeking a charismatic 'underarm ambassador' to represent the brand as it takes on the unprecedented role of official underarm sponsor at the 2025 US Open.

In a first-of-its-kind move, Dove is launching a casting call inviting fans to show off their personality and confidence by submitting videos on Instagram or TikTok between 12 to 17 August. Applicants are encouraged to share why they deserve the ambassador title, whether it’s through style, charm, or a winning attitude that embodies the spirit of the world’s premier summer tennis tournament.

The lucky winner will be rewarded with a groundbreaking N.U.L. (name, underarm, likeness) sponsorship deal, a unique creator partnership that highlights the importance of confidence and care in everyday moments, especially during high-pressure athletic performances.

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Backed by Dove Advanced Care, the ambassador will gain more than just bragging rights. The winner will receive a US$10,000 sponsorship, an exclusive VIP trip to New York to attend the US Open in person along with a guest, and a starring role on Dove’s dedicated TikTok channel, @DoveRealTok, where they will serve as the brand’s official correspondent throughout the tournament.

While underarms often go unnoticed, Dove shines a light on their crucial role such as powering every serve, fist pump, and standing ovation that make tennis thrilling.

"We’re proud to make history as the official underarm sponsor of the US Open. This isn’t just about putting underarms on the map — we’re turning them into icons. The casting call is our unique invitation to fans to serve looks, not sweat, and take centre court in a way only Dove could imagine, powered by the long-lasting freshness of Dove Advanced Care," said Kevin Tolson, head of Dove & SheaMoisture deodorants at Unilever.

Beyond seeking an underarm ambassador, Dove continues its broader mission to empower women and athletes with its latest campaign "Invisible game". The campaign amplifies the voices of Filipina athletes and sheds light on the internal battle against body insecurity, a leading reason young girls quit sports. 

"Invisible game" featured volleyball player Michelle Cobb, Philippine national football team member Inna Palacios, and former Philippine national gymnastics team athlete Sofia Gonzalez.

The video contrasts their physical strength and skill with the silent struggles they face off the court. It closes with a powerful call to action: "The game the crowd doesn't see is the toughest one to win. So when self-criticism drags us down, help us raise our arms."

This layered approach reinforces Dove’s commitment to not just physical confidence but also the emotional resilience that underpins true strength — on and off the court.

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