Pepsodent takes a bite out of sports marketing with Kholidin partnership

Pepsodent is supporting Indonesian para archer Kholidin ahead of the 2026 Para Games through a partnership centred on an often-overlooked part of his sporting technique: his teeth and mouth.

Under its “Bite into glory” initiative, the oral care brand is providing tailored support for Kholidin, whose mouth-draw technique involves using his teeth and mouth to draw and release a bowstring.

The partnership includes professional periodontal care in Solo and an enhanced oral care regime designed around Kholidin’s needs as he prepares for international competition.

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The collaboration positions oral health as more than an everyday hygiene concern, linking the condition of Kholidin’s teeth, gums and supporting structures to the physical demands of his archery technique.

Since taking up archery in 2017, Kholidin has developed and refined his mouth-draw technique through years of training. During intensive periods, he typically releases between 250 and 500 arrows a day, rising to as many as 600 arrows during peak training.

“I realised that the way I shoot archery is no longer the same as before, but my passion for the sport has never changed. What matters most is continuing to find ways to improve. Every training session, every process, and every step of progress motivates me to keep moving forward,” said Kholidin.

“For me, every competition is an opportunity to learn, evaluate myself, and continue improving. My technique may be different, but my ambition as an athlete remains the same: to become better every day and give my best for Indonesia. I’ve been a Pepsodent user for many years, and having their support and partnership now means even more as I work towards achieving bigger goals in my sporting journey.”

For Pepsodent, the partnership provides an opportunity to connect its oral care proposition directly to an athlete’s performance needs, rather than positioning oral hygiene solely around prevention and everyday protection.

“Kholidin’s story demonstrates how consistency, hard work, and perseverance can empower an athlete to continue growing and achieving. For Kholidin, his teeth and mouth are not only essential for his everyday health, but also a crucial part of the technique he has developed to train and compete. Through the 'Bite into glory' partnership, Pepsodent is proud to support Kholidin in maintaining his oral health while accompanying him on his journey toward the international stage,” said Rikka Anggitha, oral care category lead, Unilever Indonesia.

“We believe our collaboration is unique because we’re not just endorsing his sport, we’re maintaining the equipment it depends on. Kholidin has been a longtime user of Pepsodent, which made this partnership feel like a natural fit from the start, and we’re grateful to him for trusting us to be part of his journey.”

The 2026 Para Games are scheduled to take place from 18 to 24 October in Aichi Prefecture, Japan.

Pepsodent describes the collaboration as the world’s first oral care performance partnership for a mouth-draw para-archer, based on publicly available information reviewed as of September 2026. The claim refers specifically to a partnership between an oral care brand and a competitive para-archer whose teeth are integral to his mouth-draw technique.

“We hope that the 'Bite into glory' campaign and the support provided by Pepsodent serve as a reminder that oral health is not only about a healthy smile. It is also a foundation for confidence, empowering individuals to dream bigger, push beyond limitations, and achieve their best,” concluded Anggitha.

“Bite into glory” was conceptualised by frank. Singapore, Omnicom’s dedicated Unilever team.

“Brands usually sponsor the visible parts of an athlete’s performance - their speed, strength, or agility. But nobody had thought about the power of their bite. Every one of the roughly 300 arrows Kholidin shoots a day passes its full force through his teeth and that’s what the whole partnership is built on. We wanted to deliver something real that enables Kholidin’s performance through a dental program specific to him, not only a sponsorship that puts our name next to his,” said frank. Singapore global business director Benoit Freyburger.

Discover what's next in Indonesia's fast-moving digital landscape at DMA Indonesia 2026 on 13 October in Jakarta, where marketing leaders will explore how AI, creator ecosystems, social commerce, and omnichannel strategies are reshaping customer engagement and business growth.

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