Japanese pleasure brand TENGA is marking this year’s Masturbation May Campaign with a new international content initiative that connects sexual wellness with global street culture. Titled “Gear Up, Dude!”, the campaign brings together athletes and creators from the worlds of BMX, drifting, bike messenger, music, and comedy lifestyle culture to challenge outdated taboos around men’s pleasure.
Through a rad series of short videos and sick social media content, the campaign features dudes performing their craft while sharing a simple message with their totally gnarly audience: Gearing up with pleasure items to take care of your sexual wellness is as normal as gearing up for any other activity.
A Cultural Approach to Destigmatizing Male Pleasure
While conversations around sexual wellness have become more open in recent years, men’s pleasure products still carry lingering stigma in many communities. TENGA’s “Gear Up, Dude!” initiative approaches the topic through the lens of street culture: environments where authenticity, self-expression, and personal identity are central values.
By collaborating with athletes and entertainers who are already respected members of their street culture communities, the campaign seeks to present male pleasure items not as something secretive or isolating, but as a natural part of self-care and personal well-being. The core message of the campaign is straightforward: if you gear up for your passions, you can gear up for your pleasure too.
Creators and Athletes Share the Message
The campaign features a growing lineup of international creators and athletes with strong followings across their respective fields, including Tim Chantarangsu of MTV’s “Wild ‘N Out,” BMX flatland champion Viki Gomez, viral sensation Keido Kindness, and local legends such as the Team Kaizen drifting team. Each participant appears in short-form content sharing their perspective on why normalizing conversations around men’s pleasure matters.
This collaboration with street creators also builds on a long-standing relationship between TENGA and action sports culture. Over the years, the brand has partnered with athletes and creators across skateboarding, BMX, and surf communities, including lifestyle creator Eazy Miss, with whom TENGA released a limited-edition skateboard, collaborations with streetwear brand RIPNDIP on a special TENGA CUP design, and a long-running sponsorship of BMX flatland world champion Viki Gomez. TENGA has also supported BMX competitions and other action-sport events, reinforcing its connection to communities built around creativity, individuality, and self-expression.
By placing the message in familiar cultural spaces, TENGA aims to reach audiences who may never have encountered conversations about male pleasure products before. The content will be post to TENGA Global’s Instagram page @TENGA_Global.
Masturbation May Promotion
Alongside the content series, TENGA will celebrate Masturbation May with a sitewide promotion across its online stores, making it easier than ever for customers to Gear Up their game. Throughout the month of May, customers can use the code MM10 to receive 10% off on all products, with unlimited use during the campaign period.
For more information, interviews or images, please contact John Benadora or email john@tenga.co.jp
