MKM is purposefully stepping back into a pair of signature pants for the fourth year of its ‘Check Your Tools’ campaign.
In partnership with The OddBalls Foundation, Toolbank, and DeWalt, the builders’ merchant is raising awareness of testicular cancer among tradespeople and encouraging tradies and the public to ‘talk tackle’ with pop up events across several sporting events from April 1.
This year’s campaign coincides with the start of Testicular Cancer Awareness Month, and promises to be bigger and more ballsy than ever before, thanks to a bumper month of activations, giveaways, and social content.
In a nod to MKM’s 30th anniversary and roots as a ’90s-born business, the 2025 campaign features a limited-edition retro-style design of MKM-branded OddBalls underwear.
Customers and sporting fans alike will be able to snap up a pair after making a £3 donation in branch, online or at select events through the OddPod.
Match day madness: Hull City and Hull KR support Check Your Tools
MKM is stepping things up this April with four lively match day appearances across Hull City and Hull KR games as part of the ‘Check Your Tools’ campaign. Expect a mix of giveaways, football challenges, and special moments that get fans talking about testicular cancer – and checking their tools.
Look out for the OddPod at two of the fixtures, helping fans learn more and bag a pair of the bold new boxers.
- April 11 – Hull KR vs Wigan Warriors (OddPod at Craven Streat)
- April 12 – Hull City vs Coventry City
- April 21 – Hull City vs Preston North End (OddPod fan zone outside stadium)
- April 26 – Hull City vs Derby County
MKM’s legendary mascot Bricky will be on the road again starring in campaign content.
Nicola Ollett, MKM’s marketing director, said: “The ‘Check Your Tools’ campaign is all about breaking down stigma, getting people talking, and helping our customers look after themselves in a way that feels fun, bold, and unmissably MKM. We’re proud to be going even bigger for 2025 – and we can’t wait to see Bricky back in action.”
Kieran Kelly, foundation manager at The OddBalls Foundation, said: “The ‘Check Your Tools’ campaign has become a vital awareness driver for testicular cancer in the trades and beyond, and we’re excited to keep the momentum going with new events, content and partnerships this April.”
Testicular cancer is the most commonly occurring cancer in men aged 15-49, with around 2,400 new cases diagnosed in the UK each year – that’s roughly six men every day.
Aimee Cooper, senior eCommerce & digital manager at DeWalt said: “We are thrilled to continue our partnership with MKM for a 4th year running. Last year’s collaboration was such a success, showing us how this campaign is instrumental in raising awareness for tradesmen nationwide to #CheckYourTools.
“After seeing the results from 2024, we are committed to expanding the campaign even bigger this year, leveraging our DEWALT audience to encourage them to get involved also. Watch out for ‘Bricky’ making an appearance across our social media channels soon!”
