Former England rugby player Joe Marler, and boxing champion Tony Bellew join forces with fashion brand Jacamo and men’s suicide prevention charity Andy’s Man Club to shine a light on the pressures men face around masculinity and mental health.
To tackle this head on, the two sporting figures renowned for their physical toughness have launched Man vs Nature, an initiative that is challenging outdated ideas of masculinity and encourages men to reconsider what strength means, asking whether admitting “I’m struggling” can take more bravery than facing a physical trial, and demonstrating that reaching out and talking openly is an act of strength, not a weakness.
This launch comes as Jacamo commissions a new nationwide survey of 2,000 UK men aged 25–55* in September 2026, exploring the hidden struggles men face today and the pressure they feel to “man up”, hide their emotions and deal with challenges alone.
Firstly, more than half of UK men are masking their struggles with 55% telling people they are “fine” when they are actually not.
This shows many men are suffering in silence as 31% of those who have experienced a “dark period” say nobody in their life knew how much they were really struggling. 78% have hidden their feelings because they felt expected to deal with things themselves while 79% feel pressure to “man up” or behave in a traditionally masculine way.
The scale of the struggle is significant. 94% of men aged 25–55 have experienced what they describe as a ‘dark period’ in life, a time when they felt overwhelmed, lost, isolated or were struggling beneath the surface. 77% of men have been told to “man up” when they are struggling. The consequences can be devastating. 42% say they have lost a male friend, relative or colleague to suicide.
Joe Marler comments: “Men are often told to be strong, keep it together and get on with things, but being strong doesn’t mean pretending everything is fine. I’ve spent a lot of my life around blokes who can push themselves to their physical limits but asking for help or admitting you’re struggling can feel like a completely different challenge.”
Further research shows almost nine in ten men have avoided talking about a problem with other men but if they do speak to someone, 51% are more likely to open up to women, compared with just 10% who find it easier to open up to men.
Tony Bellew comments: “There’s a lot of pressure on men to be tough, and in boxing you’re certainly taught to keep going when things get difficult. But life isn’t a fight you have to handle on your own. Sometimes the hardest thing you can do is tell someone you’re not alright. You don’t have to have all the answers; you just have to be willing to talk and accept vulnerability at times.”
Tony continues: “Being a dad to four boys, I always say to them, ‘Do as I do, not as I say.’ Your children become what they see, so I try to lead by example. That means showing them that it’s OK to admit when you’re struggling, to talk about how you’re feeling and to ask for help when you need it. If we want the next generation of boys to grow up knowing that vulnerability isn’t weakness, then we’ve got to show them that ourselves.”
When it comes to fatherhood, men are hiding their struggles from the next generation as 44% say they usually hide how they feel in front of young people in their lives. Joe Marler comments: “I have four kids and I think it is important to show them when I might be struggling so they feel they can too. We need to make these conversations feel normal, because talking about how you’re feeling isn’t a weakness. It’s something every man or boy should feel comfortable doing.”
Four in ten men aren’t regularly checked in on by their pals, and almost one in five men have never cried in front of another man. However, the research does suggest that breaking the silence can make a difference. Among men who took the step to confide in another man about their struggles, 22% said it instantly made them feel less alone, while the same proportion reported that speaking out reduced their stress and anxiety or gave them a fresh perspective on their problems.
Physical toughness can become an escape too. One in five men (20%) say they have used physical activity, extreme sports or gruelling outdoor exertion to avoid dealing with emotional stress or mental burnout. Through Man vs Nature, Marler and Bellew both take on challenges in earth, wind, fire and water, finished with an open conversation about mental health, showcasing you can achieve both physical and mental challenges together with your mates.
Beyond raising awareness, the campaign is driving direct support. Jacamo will donate £1 from every own-label sweats range – from hoodies, joggers and sweatshirts – sold between September and December 2026 to Andy’s Man Club. The charity provides free, non-judgemental peer-to-peer support groups across the UK, both in person and online, every Monday at 7pm.
Lucas Whitehead, Head of Partnerships at Andy’s Man Club, a UK men’s suicide prevention charity, comments: “Too many men still feel they have to face life’s challenges alone, and this research shows the impact that pressure can have. At Andy’s Man Club, we know how powerful it can be when men have a safe space to talk openly without judgement. We’re proud to partner with Jacamo to help challenge the idea that asking for help is a weakness and encourage more men to start the conversation.”
The Man vs Nature collection is available at Jacamo.co.uk, featuring hoodies, sweatshirts, and joggers from Jacamo’s own brand and leading third-party brands including The North Face, Lacoste, Berghaus, Barbour and Jack & Jones. Sizes range from S to 7XL, depending on the item and brand.
