Pro skateboarder Paul Rodriguez, aka P-Rod, is taking a ride with Unilever power brand Axe, creating a new collection that is said to capture the soul of Los Angeles street culture. The limited edition line, called Axe Kilo, marks the first time the brand has collaborated on a product design that features outside creative influence.
New Axe Kilo with Paul Rodriguez collection is inspired by P-Rod’s heritage and was illustrated by artist Mister Cartoon. The line, which includes bodyspray, AP and deo sticks, body wash and shampoo, are available only at Target and Target.com for a limited time.
The product line was unveiled yesterday in New York City at a custom pop-up skate park. There is also a three-part video series on YouTube that highlights the significance of the collaboration, their individual paths to success and the genesis of the new Kilo design.
“We’re really proud of this collaboration as it infuses the personalities of P-Rod and Mister Cartoon into the AXE Kilo product line, which directly speaks to what’s relevant to guys and girls today,” said Matthew McCarthy, Senior Director, Axe and men’s grooming for Unilever. “And by giving both P-Rod and Cartoon the freedom to create however they choose, it’s an authentic and inspiring look for the brand that pushes boundaries in unexpected ways.”