Darren Wilcox, Brand Manager for SAXX Underwear, made a strong impression at Outdoor and Social 2025—and so did the underwear.
Representing the brand that pioneered men’s pouch underwear nearly 20 years ago, Wilcox brought SAXX to life in the environment it was made for: the great outdoors.
Held from March 11–13 at Newfold Farm in Edale, in the heart of the Peak District, Outdoor and Social 2025 welcomed over 150 retail staff from 28 retailers, alongside 86 brands. The three-day event offered expert-led training, hands-on product testing, and a chance to connect in a truly immersive setting.
For Darren Wilcox, it was the perfect platform to showcase SAXX’s mission: supporting men to be the best version of themselves through life-changing underwear that looks good, feels great, and performs where it matters most.
Underwear, Tested in the Wild
“The event has been super good,” Wilcox said. “It’s been great to get the product on some new people—people who haven’t discovered the brand before or maybe seen it but don’t know anything about it. So, it’s been a great opportunity to generate brand awareness.”
With attendees hiking and walking over the three days, it was the ideal opportunity for real-world testing.
“The great thing about it being a multi-day event is that I can get some product on people the first day, and then they can come back and give feedback the next day. They’ve been using it out on their hikes. It’s been great that we’ve been able to do that.”
Equipping Retailers with the Right Tools
In addition to letting the product speak for itself, Wilcox made sure retail staff left equipped with the knowledge to sell it.
“We’ve got a quick pitch—three key points about each product. As long as we get that across, it gives them the ability to go back and sell it confidently in their retail stores.”
Beyond the Day Job
While the days were busy with testing and training, Wilcox appreciated the community spirit that extended into the evenings.
“I loved what was going on after hours. It keeps the whole vibe going throughout the day. Having dinner together and being able to sit and have a beer with people afterwards is great.”
For a brand like SAXX—designed for movement, made for adventure, and rooted in performance—Outdoor and Social 2025 was more than just an event. It was a chance to connect, educate, and let the underwear do the talking.
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