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Greek-Nigerian basketball star Giannis Antetokounmpo has signed a year-long partnership with Trojan, the condom brand owned by Church & Dwight Co., turning a playful Instagram story into a paid endorsement.
The deal was announced on Nov. 12. Antetokounmpo, a two-time NBA Most Valuable Player who now plays for the Miami Heat, will appear in original social media content, giveaways and other promotions for the brand, which bills itself as America's No. 1 condom.
The centerpiece is "The Ref," a seven-episode series on Instagram and TikTok in which Antetokounmpo plays a fictional referee ruling on the unwritten rules of modern dating. The campaign is tied to the launch of Trojan G.O.A.T., short for Greatest of All Trojan, a line of non-latex lubricated condoms.
"Confidence isn't something you're given. You build it by working hard to be the best you can be every day," Antetokounmpo said in the announcement. He said Trojan shared that mindset, which made the partnership feel natural.
Juan Camilo Gomez, a vice president at Church & Dwight, said the deal "reflects Trojan's intentional approach to connecting with consumers beyond the product itself."
The brand framed the series around research on young daters. It cited Hinge's 2024 Gen Z D.A.T.E. Report, in which 56% of Gen Z daters surveyed said fear of rejection had stopped them from pursuing a potential relationship.
A growing portfolio
The Trojan agreement adds to a run of commercial deals for the 31-year-old this year. In February he became a shareholder in Kalshi, the prediction-market company, and signed a strategic partnership with delivery app Gopuff. He has also launched Build Your Legacy Ventures, an investment vehicle, as he spreads his earnings beyond basketball.
Antetokounmpo was born in Athens to Nigerian parents who had migrated to Greece, and grew up selling goods on the streets with his brothers before he was drafted 15th overall by the Milwaukee Bucks in 2013. He led the Bucks to the 2021 NBA championship, the franchise's first in 50 years, and was named Finals MVP.
He has long been one of the league's best-paid players. Beyond his playing contract, his income comes from a signature shoe line with Nike and a roster of brand partners that now includes one of the best-known names in American sexual health.
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