Bailey Smith, a midfielder for the Western Bulldogs, has joined forces with the men’s hygiene brand Stuff That Matters to endorse their “men’s everyday essentials” collection.
The company collaborates with the charity organization Man Cave, which supports mental health programs for young men, and has introduced a new range of deodorants, body sprays, and uncomplicated skincare products.
Smith announced the partnership on Instagram, alongside Newcastle Knights NRL star Kalyn Ponga.
The range includes two distinct Antiperspirant Deodorants (Confidence and Sport) along with two varieties of Fine Fragrance Body Sprays (Good Fella and Smooth Operator), priced at $9 and $8 respectively at Woolworths.
Stuff That Matters is a men’s lifestyle brand with a clear mission:
“In a time of uncertainty for men, Stuff That Matters is here to make a difference.
“We’re dedicated to helping men look good, feel good, and make a positive impact as they navigate a new era of masculinity.
“Our collection of men’s everyday essentials covers all bases: effective antiperspirant deodorants, pleasantly scented body sprays, and straightforward skincare routines. Made in Australia, B-Corp certified, vegan, and cruelty-free, free from any questionable ingredients.
“Our commitment is serious—we’re breaking stereotypes, redefining what it means to be a man, and promoting awareness around men’s mental health.”
STUFF THAT MATTERS: Empowering Men’s Health
Founder Hunter Johnson identifies a significant gap in the men’s personal care sector, noting it has long been “controlled by outdated conglomerates that reinforce outdated and harmful stereotypes not reflective of today’s masculinity.”
“We’ve seen a lot of innovation and progress in products for women, but very little for men. There’s a unique opportunity here to create a positive narrative for men at a time when it’s sorely needed,” Johnson told Broadsheet.
“As elite athletes, they challenge outdated hyper-masculine stereotypes that have restrained men for too long,” Johnson adds.
“Instead, they boldly express themselves and prioritize their mental well-being and self-care – which is exactly what Stuff That Matters stands for.
“Their example (referring to Smith and Ponga) is crucial for the next generation, especially in light of ongoing issues like male suicide and gender-based violence.”
Smith’s involvement comes as he continues to expand his personal brand beyond footballing achievements. The Western Bulldogs star serves as an ambassador for Monster Energy and Cotton On, and has been featured in advertising campaigns for McDonald’s, Kayo Sports, and CoinSpot.
Additionally, Smith co-founded Alter Ego Drinks, which launched an alcoholic beverage line called Barry Drink in partnership with Collingwood’s Nick and Josh Daicos, Carlton’s Charlie Curnow, and NRL standout Reece Walsh.
The alignment of Stuff That Matters with efforts to address men’s mental health resonates deeply with the 23-year-old, who has previously shared his own personal challenges.
In a 2021 interview with AFL Media, Smith discussed the challenges of being in the public spotlight while being typecast solely as a “footballer.”
Entering the AFL scene as the 7th pick in the 2018 National Draft, Smith quickly garnered national attention and became one of Australia’s most followed athletes.
Currently in the final year of his contract, Smith is reportedly considering moves to Geelong or Hawthorn.
A product of Sandringham Dragons, Smith has played 103 games for the Bulldogs, but unfortunately, he has not played any games in 2024 due to an anterior cruciate ligament (ACL) injury suffered before the season began.
Join us in supporting men’s health with Stuff That Matters today.
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