Miami Dolphins running back Reggie Bush has become a partner in New York City-based Barc—a cult, indie men's grooming line whose flagship product Bump Down Razor Bump Treatment boasts fans all over the United States and Europe.
The National Football League star will also serve as the national spokesperson for the brand.
"I'm excited to join the Barc team and help the company expand its loyal following," says Reggie Bush. "I'm a huge fan of Barc's skincare line, and I'm looking forward to helping men discover how easy it is to experience smooth skin every day.”
Under the terms of the partnership, Bush will be the face of Barc in an integrated print, TV and social-media campaign. He will represent the brand as its official ambassador on national television outlets as well as at soon-to-be announced locations across the United States. In addition, the football star will help the company expand its retail distribution in the United States and globally.
In New York City, the brand is offered in, among other places, at Ricky's NYC, Ray Beauty Supply and Harlem Beauty Supply.
"Today's announcement with Reggie Bush is a tremendous win for Barc and our retail partners," states Mark Pasetsky, a Barc principal. "Reggie appeals to men of all ages and demographics, and is a recognized face around the world. As a partner in Barc, Reggie will be instrumental in helping drive the future growth and direction of the company, which includes the launch of four products later this year."
Effective immediately, Bush will begin active promotions for Barc's flagship products Bump Down and Cutting Up. Bump Down offers razor bump relief and helps eliminate ingrown hairs from shaving and waxing. And Cutting Up shave cream is designed to soften hair for a smooth shaving experience.