# Men-Centric Flower Initiatives Zay Flowers and UrbanStems Address a Gap in the Flowers Category By Kalin Ned | Published 2025-02-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/zay-flowers References: [urbanstems](https://urbanstems.com/products/the-zay-bouquet) NFL Ravens wide receiver Zay Flowers partnered with [UrbanStems](https://www.trendhunter.com/trends/urbanstems-x-the-favorite-daughter-bouquet) to become the brand's first-ever Chief Flowers Officer. The collaborators aim to challenge the statistic that 88% of men don’t receive flowers until their funeral. As the Chief Flowers Officer, Zay Flowers introduced The Zay Bouquet, a vibrant floral arrangement designed to reflect his bold personality and energetic style. Priced at $72, the bouquet featured a striking mix of white and purple blooms, carefully curated to convey passion and expressiveness. This collaboration highlighted Flowers’ personal appreciation for gifting flowers — whether to family members or teammates — and encouraged others to embrace floral gifts as a meaningful way to show affection. The partnership between Zay Flowers and UrbanStems offered a fresh perspective on Valentine’s Day traditions. The bouquet’s bold design and connection to a high-profile athlete made it an attractive option for fans and gift-givers alike, while also promoting the idea that flowers are a versatile and meaningful gift for anyone, regardless of gender. Image Credit: Zay Flowers x UrbanStems ## Trend Insights (Trend Hunter) - Score: 5.4/10 - Popularity: 66% | Activity: 63% | Freshness: 34% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Male-targeted Floral Products:** The introduction of men-centric floral arrangements provides a unique market opportunity by bridging a gap in traditional gift-giving norms. - **Athlete-led Brand Endorsements:** Collaborations with athletes for non-traditional product endorsements are transforming how brands engage with diverse consumer demographics. - **Gender-fluid Gifting Strategies:** Emerging trends in gender-neutral gifting challenge societal norms, promoting inclusivity and expanding potential customer bases. ### Sectors Adopting This - **Floral Retail Industry:** Disruptions in the floral industry are creating new avenues for targeting typically underrepresented male consumers. - **Sports Branding Industry:** Athlete partnerships are revolutionizing conventional sponsorships, blending sports with lifestyle and consumer goods markets. - **Gender-inclusive Marketing Industry:** Evolving marketing strategies focusing on inclusivity are broadening brand appeal and consumer reach. ## Related on Trend Hunter - [Floral Brand Collabs](https://www.trendhunter.com/trends/bouqs-collabs.md) - [Romantic Floral Partnerships](https://www.trendhunter.com/trends/urbanstems-x-the-favorite-daughter-bouquet.md) - [Dark Aesthetic Floral Bouquets](https://www.trendhunter.com/trends/kill-them-with-kindness.md) - [Modern Gifting Services](https://www.trendhunter.com/trends/flower-delivery-and-gift-gifting.md) - [DTC Floral Delivery Services](https://www.trendhunter.com/trends/fresh-sends.md) - [Flower-Infused Pale Ales](https://www.trendhunter.com/trends/blokequet.md) - [Romantic Delivery Service Bouquets](https://www.trendhunter.com/trends/deliveroo-new-arrangements-collection.md) - [V-Day Breakfast-In-Bed Bundles](https://www.trendhunter.com/trends/breakfast-in-bed-bundle.md) - [Runway-Inspired Bouquets](https://www.trendhunter.com/trends/farmgirl-flowers.md)