Every Man Jack brand licensing case study
One of the original men's care brands. One landmark license. 80% new customers reached.
Every Man Jack came to Born to License with licensing experience already under its belt and the ambition to take its program to the next level. Its partnership with John Deere marked a new chapter, opening the brand up to a wave of new customers and proving licensing's power to expand its reach.
LICENSE:
Every Man Jack is one of the original clean men's care brands, focused on naturally derived ingredients and sustainably minded choices. Founded over 15 years ago by Ritch Viola at the base of Mt. Tamalpais in Marin County, CA, the epicenter of clean, active, outdoor-focused living, the brand makes the cleanest, most effective, and affordable men's care products it can, spanning body wash, deodorant, hair care, skin care, and beard care. No parabens. No phthalates. No dyes. No GMOs. Never tested on animals. Every product draws on the brand's passion for the outdoors, bringing the best of nature into every bottle and bar.
THE RESULTS
80% of customers who purchased the John Deere collection were new to Every Man Jack — proof of licensing's ability to unlock entirely new customer bases. The coordinated marketing campaign around the launch drove standout results from influencer outreach.
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Every Man Jack came to Born to License as an experienced licensee, having already partnered with some of the biggest licensors in the world. They were looking for something out of the box: an unexpected corporate brand that hadn't yet entered their category, and one that could offer genuine target audience alignment and brand fit with the Every Man Jack man.
They wanted a partner who could help them identify the right properties, streamline the process, and unlock licensing's full potential as a growth driver for the brand.
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We began by understanding our client's vision, products, and customer base. We identified John Deere as the ideal fit, a natural match for Every Man Jack's outdoor-inspired, naturally derived positioning. We crafted and presented a compelling pitch to John Deere, highlighting Every Man Jack's unique value and loyal following, and led negotiations to secure mutually beneficial terms. We also simplified the License Agreement process, ensuring clarity and alignment for all parties before finalizing the deal.
With our support, Every Man Jack successfully partnered with John Deere, bringing a beloved corporate brand into men's care for the first time.
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Once the license was signed, we gained access to John Deere's style guides and assets. Our team reviewed the materials, guiding Every Man Jack through the options to determine the best fit for their product range. With tight production schedules to meet, our Product Development team ensured timely submissions at every stage.
All materials were submitted in stages via the Licensor's approval platform. We streamlined the process by proactively refining submissions to align with approval standards, minimizing delays and ensuring efficiency.
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The Every Man Jack x John Deere launch was anchored by authentic storytelling, with California-based farmer and entrepreneur Grant Talley serving as hero ambassador for the campaign. We coordinated the implementation of in-store displays at Walmart and online marketing to maximize visibility at launch, driving 5.6 million total impressions across ambassador and influencer content in the month of launch alone.
An organic mailer campaign extended that momentum, generating 1.2 million impressions across 39 creators. With our support, Every Man Jack successfully introduced its John Deere collection, reaching new audiences while staying true to its clean, outdoor-inspired identity.
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We continue to oversee reporting obligations, including quarterly royalty reports, ensuring compliance and accuracy. Our commitment to exceptional service means we're always on hand to support the Licensee with any needs or challenges that arise throughout the licensing process.
As their program evolves, we look forward to building on the momentum of the John Deere partnership and helping Every Man Jack explore new licensing opportunities.
The Every Man Jack x John Deere launch was anchored by authentic storytelling, with California-based farmer and entrepreneur Grant Talley serving as hero ambassador for the campaign.
FEATURED CLIENTS:
