Levi Ackerman Declares War on Sweat Stains: Attack on Titan and Salalist Collaboration Begins

The world-famous anime series Attack on Titan (Shingeki no Kyojin) has signed an interesting collaboration with Salalist, the anti-sweat innerwear brand of the major Japanese retail brand Belle Maison. Levi Ackerman, one of the series' most popular characters and known for his obsession with cleanliness, appears as the face of this new campaign. On the special website prepared for the campaign, a "sweat stain level" diagnostic tool is offered to evaluate users' sweat stain problems.

This collaboration, which fits perfectly with Captain Levi's meticulous personality, also makes a humorous reference to the character's iconic lines in the series. Eren Yeager's famous line about the titans, "I will destroy them all!", is reinterpreted in this campaign by Levi as "I will destroy them all... I will eradicate the root of these sweat stains!" By answering the questions on the website, fans can receive harsh but constructive criticism from Levi regarding their sweating conditions and get Salalist product recommendations suitable for their level.

Although Attack on Titan, created by Hajime Isayama, aired its anime finale in 2023, it has lost none of its popularity. The series had already established a major place in internet culture, especially with scenes of Levi Ackerman in his cleaning attire. Having previously collaborated with robot vacuum and detergent brands, Levi has become a symbol of "hygiene and order" in the anime world. This latest campaign is further proof of the series' commercial power and how successfully its characters can be integrated with everyday products.

Belle Maison's Salalist brand