Being a man isn’t what it used to be, and Schick is the latest men’s grooming brand to celebrate that fact.

In “The Man I Am,” a new campaign challenging gender stereotypes by MullenLowe U.S., the razor marketer says it wants to spark new — and sometimes difficult — conversations about the nature of manliness.

It’s also adding Kevin Love, the NBA star who has been outspoken on mental health issues, to its marketing roster for upcoming Movember events.

“The idea for the Schick Hydro campaign came from wanting to celebrate the individual, and recognize the struggle guys are having with what it means to be a man,”says Patrick Kane, marketing director for Edgewell Personal Care, which owns Schick.