When Zeus at Middle Easy asked us to help promote our sponsor AXE's new product line (coming out January 10, 2012), we were down 100%. Why? There's the obvious reason - to help strengthen our now 1-year old Middle Easy Network. That's a given. But, more importantly, because training BJJ and knowing about smelly dudes go hand-in-hand. And speaking as a black belt with 13 years on the mats, I can tell you I'm, sadly (very sadly), an expert on the subject.
Bad breath, armpits, tremendous (borderline inhuman) amounts of sweat and other stuff I don't like to speak of - we get all that and all the time. We hate that, but we live with it because we live to train BJJ. Of course, anything you can do to smell better, grappler, is greatly appreciated.
I guess you could say AXE is a perfect fit for the DSTRYR/SG fan base. Check out their dope hype video. Who doesn't like a sexy cop? [Answer: no one.]