Dove is redefining its marketing strategy with its latest Dove Men+Care campaign, which focuses on athletes’ skin rather than just their athletic achievements. For the campaign, the brand has signed a sponsorship deal with Canadian Olympic snowboarder and 24-time X-Games medalist Mark McMorris.

As part of the sponsorship agreement, McMorris will star in a video in which the Dove Men+Care logo is being (temporailty) tattooed on his chest (not on his helmet, board or jacket). Rather than simply advertising the body wash as a personal hygiene product, Dove Men+Care said it is using the “Skin+Dorsement” campaign to emphasize the importance of skin health for athletes exposed to extreme conditions, such as snowboarding.

“By sponsoring Mark’s skin instead of his helmet or board, we’re making a bold statement: we trust our product to perform at the highest level,” said Divya Singh, head of personal care Canada at Unilever. “This campaign is about proving that our body wash stands up to the toughest conditions, protecting not only everyday users, but also Olympians who push their bodies and their skin to the extremes.”

For the company, it was key to promote its new Dove Men+Care body wash in an unconventional way, as the product is a new and enhanced sulfate-free version of the brand’s traditional men’s body wash, with twice as many moisture droplets. By sponsoring McMorris’ skin, Dove Men+Care is putting its product to the test, said the brand.

The deodorant, already available in stores in the city, also comes in a new 532 ml format, 33% larger than the previous 400 ml format, and new fragrances.