Patrick Mahomes Is Invisalign’s Latest Unexpected Celebrity Ambassador. Here’s Why

In January, Invisalign confirmed fan speculation: Patrick Mahomes does use its aligners.

Now, months after announcing a multi-year partnership with the clear aligners brand, the Kansas City Chiefs quarterback is now officially fronting a campaign to show its aligners are for everyone.

Mahomes is the latest unexpected addition to Invisalign’s ‘Smile Squad.’

Its growing group of brand ambassadors ranges from regional and global influencers like Charli D’Amelio, actress Marsai Martin, and clothing designer Kristin Juszczyk. Athletes also feature heavily, including former Louisiana State University (LSU) gymnast Livvy Dunne and LSU women’s basketball player Flau’Jae Johnson.

Mahomes’ first sports-themed spot for the brand stars him alongside three teen athletes representing baseball, track, and soccer competing in their respective sports.

The footballer narrates the 30-second hero video saying: “Confidence isn’t a handout, you gotta build it. How you feel is how you play. It starts with a click… Invisalign,” before showing off his smile.

“Invisalign is a product that has made a real difference for me, and I wanted to pass that along to others, so the partnership came together pretty naturally,” Mahomes exclusively told ADWEEK ahead of Super Bowl 59.

The spot will air from Monday (9 June) on NFL Network’s Good Morning Football.

Aligners for everyone

Rather than relying on posters in dental offices, Invisalign has embraced a direct-to-consumer (DTC) marketing strategy in recent years, led by strategic partnerships with buzzy celebrities and real users.

Kamal Bhandal, its svp of global brand, consumer, and Americas marketing, told ADWEEK: “At the core of what we’re trying to do is showcase the transformative power of a confident smile through authentic experiences with all of our partners. Whether it’s someone of the caliber of Patrick or an everyday person, we want to tell all of those stories.”

Invisalign identifies its brand ambassadors through organic moments, she said.

In Mahomes’ case, fan speculation around him chewing his aligners during Chiefs games led to the brand reaching out to his team. Now, as part of his multi-year deal, he will share his Invisalign treatment journey with fans via a multi-channel campaign.

Along with sharing “authentic experiences,” Bhandal said the brand prioritizes educating potential consumers and debunking the myth that its products are only for adults.

“Most people think about Invisalign as a brand for adults, and that is true, [but] at the same time, Invisalign is also a brand for teens and kids,” she said. “That’s a big part of our messaging, and the job that we’re trying to do is help educate and bring awareness to parents about that fact.”

The exec said sales and conversations were key KPIs in measuring this strategy.

Per the most recent earnings report from the brand’s parent company Align Technology, the marketing shift appears to be paying off.

Clear aligner shipments were up 6.2% year-over-year during the first fiscal quarter of 2025, while orders for teens increased by 4.5% in the same period. Net revenue decreased, however, which the business attributed to foreign currency exchange rate impacts and restructuring costs.

Looking ahead, Bhandal’s marketing goal is to continue educating consumers about its products and connecting them with local orthodontists to start their Invisalign treatment journey.

So, who will be next to join the Smile Squad? A recent moment where Pharrell Williams sported custom gold aligners at the Met Gala suggests the “Happy” singer could be a potential candidate.

“We loved the Pharrell moment and we’re so grateful for him choosing Invisalign,” said Bhandal. “I’ll leave it at that for now.”