Football, grooming, brotherhood and culture collided this weekend as Dove Men+Care and Clicks brought Johannesburg to life with the return of the Clicks BroScape five-a-side football tournament, an event redefining what modern masculinity looks like in South Africa.
Now in its second year, Clicks BroScape has evolved into more than just a football tournament. It has become a cultural playground where self-care, style, confidence and connection take centre stage, proving that today’s men are just as invested in looking after themselves as they are in showing up for their teams and each other.
From the sidelines to the locker-room moments, BroScape delivered a full lifestyle experience, blending football energy with grooming rituals, authentic conversations and feel-good energy, with Dove Men+Care bringing in the spirit of brotherhood both on and off the pitch.
Leading the charge were Dove Men+Care’s “Champions of Care” influencers, including Zamani Mbatha, Primo Baloyi, Zola Mcaciso, Arno Greeff, Sweet Guluva, DJ Naves, Yerik Jomei, George Lebese and Siyamthanda “Juicy Jay” Jwacu, who brought the excitement to life online ahead of match day.
Building on the success of Dove Men+Care’s award-winning BroScape creative campaign in 2025, this year’s campaign set out to raise the bar even higher — delivering bigger personalities, more engaging content and unforgettable fan moments that kept audiences entertained and actively engaged across social media.
From playful banter and behind-the-scenes moments to interactive challenges and exclusive giveaways, fans were immersed in the BroScape experience long before the first whistle blew, with many winning the opportunity to attend the event and meet the DMC brotherhood in person.
In the lead-up to the tournament, a high-energy social campaign captured the essence of BroScape through teaser content, grooming tactics and creator-led storytelling that built anticipation and sparked conversation online, transforming digital excitement into real-world energy on the day.
When match day finally arrived, the energy translated seamlessly from social media to real life. Live content captured everything from pre-game grooming routines and tunnel-fit moments to touchline banter, big plays and celebrations, all reinforcing the idea that confidence starts with care.
“We wanted to celebrate masculinity in a way that feels real, relatable and culturally relevant,” says Genevieve Fynn. “BroScape gives us an authentic platform to connect with men through sport, lifestyle and brotherhood, while reinforcing that care is part of showing up as your best self.”
The event forms part of Dove Men+Care’s broader commitment to championing a more balanced and healthy view of masculinity — one where care, confidence and community exist side by side.
“Dove Men+Care remains committed to empowering men to embrace holistic care as an essential part of their wellbeing through world-class products that deliver on their promise, real results you can feel and trust, while continuing to encourage men to have the courage to care,” adds Fynn.
The Dove Men+Care range is available at Clicks stores nationwide and online.