BN3TH, the underwear and apparel brand known for its pouch technology, is working to widen its reach with a new marketing campaign, a new marketing head, and the evolution of its wholesale strategy.
New Leadership on Tap
New BN3TH VP of Marketing Albie Rosario. Photo courtesy of BN3TH.
With the recent hiring of Albie Rosario as BN3TH’s vice president of marketing, the brand is aiming to elevate its storytelling and engagement strategies. Rosario, who spent over a decade at Stance Socks, brings experience in lifestyle marketing and category development.
“Albie’s strategic mind and passion for storytelling are aligning the brand in powerful ways,” said Matt Keenan, BN3TH’s North American vice president of sales.
BN3TH has also added two new regional sales reps, Russ Castro in Southern California and John McDanel in the Southeast.
The shift in leadership coincides with Dez Price, the co-founder of BN3TH, stepping into the CEO role. “Dez’s return has brought a renewed clarity of purpose to the company,” said Keenan. “His passion for the product and his belief in the future have reinvigorated the entire team.”
College Athletes Take Center Stage
To showcase its commitment to performance and culture, BN3TH launched the new “Rise in Comfort” marketing campaign. The campaign features Division I college athletes across sports like basketball, football, tennis, and soccer.
Athletes featured in the campaign include Wesley Yates III (basketball, University of Washington), Mason Cobb (football, USC graduate), and Aleksandar Vukovic (soccer, Duke University).
“They’re hungry, inspiring, and they represent what’s next – not just for sport, but for culture,” he said.
The campaign highlights BN3TH products such as Pro Ultra and Classic Essentials, emphasizing their comfort, moisture-wicking capabilities, and sustainable fabrics. BN3TH is working with a PR agency to amplify the brand’s message across performance, lifestyle, and sports media channels.
BN3TH Rise in Comfort Campaign.
BN3TH Product Update
BN3TH’s Essentials Collection has become a standout performer within its portfolio. Made from a blend of sustainably sourced cotton and EcoVero™ modal, these pieces cater to eco-conscious consumers at an accessible price point, Keenan said.
“This collection delivers the comfort we’re known for while making it easier for new customers to try the brand,” said Keenan.
Keenan also said two-in-one swim pieces, such as the Agua Volley and Hightide Boardshort, combine style and functionality and can be worn all day.
New for Spring 2025, the Pro Ultra is a performance-style underwear with premium, lightweight fabric that is breathable, supportive, and smooth, he said.
Photo courtesy of BN3TH.
Evolution of the Wholesale Strategy
When it comes to the wholesale channel, BN3TH introduced upgraded signage and merchandising tools to help retailers showcase its products.
Key partnerships with stores like Scheels and Palmetto Moon have expanded BN3TH’s reach in diverse markets, from action sports and menswear to outdoor, golf, and resort stores.
“The comfort story resonates because every guy in every category is looking for better support, better feel, and better fit,” he said.
The Tariff Challenge, Keeping Prices Steady
BN3TH has been diversifying its production partners for some time, however the tariffs are still an issue for the company.
“Look, it’s a challenge – we’re not sugarcoating that,” Keenan said. “But we’re not taking the easy way out by just passing costs on to our customers. Yes, it will sting a bit in the short term, but we’re standing by our pricing and the promises we made.”
Founder Now CEO
Dez Price’s move into the CEO role has brought newfound energy to BN3TH, Keenan said. A co-founder with a deep understanding of the brand’s DNA, Price has brought focus and passion to BN3TH’s operations.
“We’ve always known who we are,” Keenan said. “But now the path forward – the how – feels more focused than ever.”
Dez Price and Matt Keenan of BN3TH at Surf Expo. SESO file photo.
