In May 2017, entrepreneur Matthias Metternich embarked on a mission to create a line of men’s skincare tailored for athletes. Little did he know that this venture would lead him to a partnership with the late Kobe Bryant, the legendary former Los Angeles Lakers basketball player. Metternich’s journey began with a connection that introduced him to Bryant, and they met at Bryant’s non-corporate office near his home in Newport Beach, California – a creative space where the Oscar winner engaged in his thoughtful pursuits.
Metternich, armed with hundreds of laboratory-fresh vials containing potential scents for deodorants and body washes, pitched his vision to Bryant. The entrepreneur delved into the science behind his new brand, and Bryant, in his characteristic commitment to excellence, unscrewed each vial, smelled every fragrance, and engaged in an in-depth discussion about the properties and notes of each scent. This encounter marked the beginning of a remarkable partnership that evolved into the launch of Art of Sport, a men’s grooming line specifically designed for athletes.
The lineup includes deodorant, a 2-in-1 body and hair wash, bar soap, and sunscreen, all tailored to meet the unique needs of athletes. Kobe Bryant isn’t the only athlete involved; other notable names such as James Harden of the Houston Rockets, Juju Smith-Schuster of the Pittsburgh Steelers, and Javier Baez of the Chicago Cubs, along with athletes from the worlds of surfing and motocross, have joined the Art of Sport team. These athletes not only contribute to the brand’s publicity but also serve as valuable testers for the products, given their rigorous training regimens and professional commitment to sweating.
Metternich emphasizes that Art of Sport’s development process involved 500 to 600 iterations for each product, with athlete feedback driving every step of the way. From branding decisions to performance-related concerns, the athletes provided crucial insights that shaped the final products. The result is a grooming line that transcends marketing gimmicks, focusing on innovation and performance rather than mere branding.
The founding principle of Art of Sport challenges the notion that sports-oriented grooming products are primarily about marketing rather than genuine performance. Metternich recalls walking through major retailers and observing products labeled as “sport” without finding truly innovative formulas. Art of Sport seeks to fill this gap by offering grooming products that are not only endorsed by athletes but have also been rigorously tested and improved based on their feedback.
Kobe Bryant, renowned for his meticulous attention to detail, frequently communicated with Metternich, even discussing minutiae like the shade of green on a deodorant label. Despite his retirement from professional basketball, Bryant’s dedication to fitness remains, evident in his daily 4 a.m. gym sessions. The collaboration with Art of Sport allows him to embody the scent notes of his favorite deodorant from the line, named “Compete,” with fragrances like citrus, green pear, and hints of spring leaves.
Launching a skincare line with a male celebrity at the forefront can be a challenging endeavor, as evidenced by past examples that struggled to gain traction. However, Art of Sport may have a distinct advantage with Kobe Bryant as a major investor and collaborator. Bryant’s successful post-playing career, including an Oscar win for an animated short and investments in sports drink Body Armor, positions him as a shrewd operator who understands the future of sports and sports brands.
While the skincare space for men has historically been challenging for celebrity endorsements, the trend might be shifting. David Beckham’s launch of House 99 earlier this year demonstrates a growing interest in grooming products tailored to men. Art of Sport, with its focus on sports-centric grooming, aims to connect with men through the endorsement and involvement of high-profile athletes. Metternich envisions Kobe Bryant becoming the Michael Jordan of skincare, emphasizing the potential influence of athletes in shaping men’s grooming trends.
Art of Sport, with its athlete-tested and athlete-endorsed approach, enters the market with a unique value proposition. The brand not only benefits from Kobe Bryant’s iconic status but also leverages the insights and experiences of various professional athletes to create a grooming line that transcends traditional marketing clichés. As the male skincare landscape evolves, Art of Sport aims to be at the forefront, offering products that resonate with the active and discerning modern man.