Captain Barbershop marks a decade with one-day multi-sport festival for Indonesia's modern men

Captain Barbershop is pushing beyond grooming and into lifestyle territory as it marks its 10th anniversary with Captain Brox Battleground, a one-day multi-sport festival held on 13 December 2025 at Urban Mills, Ancol. The event signals a strategic shift for one of Indonesia’s largest barber chains, positioning sport and community as core pillars of its brand engagement with modern men.

The festival brought together basketball, tennis, pickleball, padel, and Mobile Legends in a single-day format, tapping into the growing role of sport as a social platform where urban communities connect, compete, and build identity.

Founded a decade ago, Captain Barbershop now operates 137 outlets nationwide, and the anniversary activation served not only as a milestone celebration but also as a clear statement of intent to evolve from a grooming destination into a lifestyle-driven community brand.

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“Captain Barbershop sees that every man has a different way of staying active, connected, and expressing himself. Through Captain Brox Battleground, we aim to provide a platform that allows them to enjoy sport, lifestyle, and community in a way that is more accessible, relevant, and enjoyable,” said Yogi Ang, director of Captain Barbershop.

Positioned as the brand’s largest community and sports initiative to date, Captain Brox Battleground brought together five disciplines. Hundreds of participants took part, ranging from community athletes and the general public to customers and key opinion leaders.

While competition was central to the programme, the event was also designed as a brand experience, reinforcing Captain Barbershop’s evolving narrative around modern masculinity, connection, and shared energy.

Beyond the sporting element, the festival marked the formal introduction of Captain Brox, a new community platform under the Captain Barbershop umbrella. Captain Brox represents an evolution of the brand from a grooming destination into a symbol of lifestyle, brotherhood, and social connection.

“This event is expected to be a competitive experience without losing its sense of fun, connection, and meaning for everyone involved. Beyond that, we want participants to feel the vibe of a supportive community while also discovering new spaces to grow and enjoy the activities they love,” Ang added.

From a marketing perspective, Captain Brox Battleground signals a longer-term strategy rather than a one-off activation. The brand aims to use Captain Brox as a sustained community hub, with future activities spanning sports, social gatherings and cross-community collaborations.

By embedding itself into recurring lifestyle touchpoints, Captain Barbershop is seeking deeper emotional engagement - shifting from transactional customer relationships to ongoing participation within a brand-led ecosystem.

As a community platform, Captain Brox is positioned as an open and inclusive space, offering opportunities for involvement across sports, social initiatives and lifestyle-driven activities. Brotherhood is framed as the core value, aligning with the brand’s long-standing appeal to Indonesia’s urban male audience.

“Captain Brox can become a community platform that lives and grows alongside its participants. Not just through a single event, but across a longer journey that allows every member to feel supported and be part of something bigger,” Ang concluded.

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