Durex Partners With Non-League Team To Get Wood Rising

By McCann UK and partnering with Woodley United for its promotion push to make conversations about sexual performance more approachable

By Creative Salon

09 October 2026

The leading condom and lube brand*, Durex, has partnered with Woodley United for “Get Wood Rising”, a season-long social and influencer campaign that uses a real non-league football club’s promotion push to make conversations about sexual performance more approachable. The campaign supports the Durex Performance Condom and Gel Range, a selection of products that help elevate sexual pleasure.

Created with McCann Content Studios at McCann in London, the campaign brings former football manager Sean Dyche and football content creator Steve Bracknall into Woodley United's football season. Within the campaign story, Dyche takes on the role of the club's new fictional "Director of Football", with Bracknall as his assistant, as they develop a plan of attack to help the Berkshire club rise up the league.

Rather than relying on traditional clinical category communications, Durex uses the backdrop of football, to bring performance, confidence and finding the joy in play again. The partnership builds on Durex's established role in sexual wellbeing and positions the Durex Performance Condom and Gel Range as a natural extension of its mission to help people achieve sexual happiness.

The campaign launches with a hero social film introducing the partnership, followed by documentary-style episodes and behind-the-scenes content throughout the season. Combining the access of a football documentary and innuendo-led entertainment, the campaign follows Durex's attempt to help Woodley United climb up the table.

David Shillcock, NEU Marketing Director at Reckitt UK, said: "At Durex, we've always believed that sexual wellbeing plays an important role in helping people feel confident, connected and fulfilled. Our Durex Performance Condom and Gel Range is a natural extension of that mission, supporting people on their journey to confidence and intimacy. With this campaign, we're aiming to make conversations around sexual performance feel more open, relatable and less intimidating. Football provides a powerful cultural platform to do just that, using optimism, humour and the universal desire to help be your best to start a conversation that matters.

Calum MacDonald-Ball, Head of McCann Content Studios at McCann in London, said: "Instead of creating a fictional campaign world, we have partnered with a genuine grassroots football club and built a story that can develop across the season. Woodley United gives us an authentic setting to bring together performance, confidence and the joy of play, while Sean and Steve give the campaign a distinctive football voice and sense of humour."

Durex “Get Wood Rising”, will run across Meta, TikTok, Durex-owned social channels and influencer channels, supported by PR.

Credits:

Clients – Durex

David Shillcock – NEU Marketing Director

Charlotte McCrudden – NEU Category Manager Intimate Wellness 

Charlotte Mizen – Senior Brand Manager

Beatrice Chan – Brand Manager

Dominic Fensome – NEU Media Director

Ed Davis – Consumer Engagement Lead Intimate Wellness

McCann UK

Tommy Willis - Creative Director

Glynn Waltham - Senior Creative