SAXX Underwear Hits the Ice with Max Domi as New Face of Performance Comfort

SAXX is taking its athlete roster onto the ice. It is signing NHL forward Max Domi to front its men’s underwear and performance basics push. This will have a distinctly Canadian hockey storyline.

New Face for a Canadian Rooted Brand

Domi frames the partnership around staying comfortable and locked in across the rink, gym and home. He says SAXX is gear he can rely on every day because it is built for performance. Additionally, it fits his lifestyle. The deal positions him as a flagship hockey name for the brand. Furthermore, it reflects SAXX’s Canadian roots and its strategy to lean into sports that resonate with its home market. This is important as the brand scales in North America.

“SAXX was founded in Canada and hockey has always been a defining part of Canadian identity,” said Tom Berry, CEO, SAXX, adding further that “As we continue to grow our Gamechangers platform, it was important for us to partner with an athlete who truly reflects where we come from. Max embodies the passion, resilience and confidence that define both the sport and our brand – and we’re proud to welcome him to the SAXX family.”

Campaigns, Max’s Picks, and Retail

Domi will front new SAXX campaigns and spotlight key collections through a curated Max’s Picks edit. This includes Vibe Xtra, Multi Sport Mesh, Smooth Flex Light Compression, and Essential Performance Mesh. The brand has produced a 30 second hero film that tracks him from ice to locker room. It is built as a high energy, cinematic spot where he talks about confidence and his shared Canadian background with SAXX.

“Performing at my best demands a lot – physically and mentally,” said Max. “I’m always looking for ways to stay comfortable and locked in, whether I’m on the ice, in the gym or at home. SAXX is gear I can count on every day. It’s built for performance but also fits my lifestyle, which is why this partnership made sense for me.”

Those visuals and stills will run across broadcast, digital, out of home, and in store. There will be a dedicated presence at SportChek locations across Canada. This is a signal that SAXX is using the partnership to deepen its positioning in national sporting goods retail. Additionally, this fits a broader trend of underwear and base layer brands using athlete led storytelling and premium basics. They do this to defend share in a crowded performance comfort segment.

T1D Philanthropy Built in

A notable part of the partnership is a charitable component: SAXX will donate to The Max Domi Fund for type 1 diabetes in support of Breakthrough T1D Canada. Domi launched the fund in 2019 to support youth living with type 1 diabetes, expand mental health resources, and improve access to critical technology, bringing a cause led layer to the tie up.

Product Tech and Performance Story

SAXX uses the release to reiterate its technical platform, anchored by the BallPark Pouch, which it describes as a scientifically engineered, anatomically shaped pouch designed to keep everything in place and prevent chafing. Other listed technologies include DropTemp Cooling Technology for rapid cooling without chemicals, Stop Drop wicking to manage moisture, No RideUp Leg to prevent fabric creep, Three D Fit’s nine panel construction, and Flat Out Seams to reduce friction.

The Domi signing shows SAXX continuing to blend technical base layer storytelling with high visibility, sport specific faces, a pattern that keeps men’s underwear aligned with performance narratives rather than only lifestyle imagery.