N Brown teams Joe Marler up with Tony Bellew for new ‘Jacamo vs Nature’ campaign

N Brown Group, the owner of the Jacamo, JD Williams and Simply Be brands, has unveiled its latest AW26 campaign under the title of ‘Jacamo vs Nature’.

The campaign stars former England rugby international, ‘Celebrity Traitors’ contestant and Jacamo brand ambassador Joe Marler, alongside former professional boxer and pundit Tony Bellew.

It marks the next phase of Jacamo’s partnership with Marler following his appointment as brand ambassador earlier this year for SS26.

Marler and Bellew head into the great outdoors to take on an “epic challenge” and a series of missions - including abseiling, kayaking, and reservoir jumping - all inspired by nature and the four elements.

Combining Marler and Bellew’s competitive personalities and humour with Jacamo’s AW26 collection, ‘Jacamo vs Nature’ “puts both the men and their clothing to the test”.

The series of challenges not only see the duo confront the elements, but also face their own personal fears. Marler, who cannot swim, is challenged to jump from a rock face into a deep reservoir, while Bellew, who is afraid of heights, takes on an abseil down a cliff face.

Beyond the physical challenges, the campaign also explores the pressures facing men today and what it means to show strength.
New research commissioned by Jacamo found that 40% of men find it easier to face a physical fear than admit an emotional struggle, while 94% of men have experienced a ‘dark period’ in their lives – a time when they felt overwhelmed, lost, isolated or were struggling beneath the surface.

Additionally, almost a third (31%) of the 2,000 men aged 25 to 55 surveyed say they struggled in silence without anyone knowing how much they were going through.

As part of the campaign, Jacamo is also partnering with men’s suicide prevention charity Andy’s Man Club, which provides free, volunteer-led peer to peer support groups for men across the UK.

From campaign launch until 31 December 2026, Jacamo will donate £1 to Andy’s Man Club for every Jacamo branded sweatshirt, hoodie or jogger sold, supporting the charity’s work to challenge the stigma surrounding men’s mental health and encourage more men to talk.

Esme Stone, Head of Brand at N Brown, said: “Following the fantastic response to our partnership with Joe, we wanted to build on that momentum for autumn/winter with a campaign that feels unmistakably Jacamo: entertaining, authentic and rooted in the things that matter to our customers.

“We wanted this campaign to play with the idea of strength - both physical and emotional. The research shows that many men still struggle to talk about what they’re going through, and why creating space for those conversations matters. ‘Jacamo vs Nature’ gives us a brilliant opportunity to showcase our autumn/winter collection, while Joe and Tony’s natural chemistry brings the campaign to life.

“Both are known for their physical strength, competitiveness and humour, but what makes this campaign powerful is their willingness to talk openly about the pressures men face. Seeing two men so closely associated with traditional masculinity embrace vulnerability is incredibly important, and we hope it encourages other men to do the same.”

Joe Marler commented: “I’ve really enjoyed working with Jacamo as a brand ambassador, so it’s been great to get stuck into another campaign with them – especially one that involved working alongside Tony. We’re both very competitive, so there was plenty of messing about, but we also had some proper, honest conversations along the way.

“Men aren’t always great at saying how they’re really doing, so if this campaign encourages a few more people to check in with their mates, that’s a good thing.”

Tony Bellew added: “I’m always up for a challenge, so when Jacamo asked me to work alongside Joe to take on some outdoors challenges, I couldn’t say no. We had a lot of fun taking on the elements and putting the gear through its paces, but what I enjoyed most were the conversations we had along the way.

“There’s still a lot of pressure on men to be tough, keep things to themselves and just get on with it. Sometimes the strongest thing you can do is talk to someone and let them know how you’re really doing. If this campaign gets a few more lads checking in on their mates, then that can only be a good thing.”

A 10-minute film is now available on the dedicated Jacamo campaign page and Jacamo's YouTube channel, while the campaign is also running across Jacamo’s social channels, and Sky and ITVX, directing viewers to watch the full film on Jacamo.