“As men, we pride ourselves on strength, but true strength is taking care of your health,” Emmitt Smith mentioned earlier. Motivated by his father’s battle with prostate cancer, he’s leading the “Stand Strong for Men’s Health” campaign. The Cowboys legend continues to encourage men to get screened early and normalize conversations about wellness. But this isn’t just another advocacy effort; there’s an unexpected new partnership behind it that marks an exciting next chapter for the Cowboys legend.

Emmitt Smith is stepping up his advocacy for men’s health in a new partnership with Depend® and the Prostate Cancer Foundation (PCF). In his latest Instagram post, he shared, “I’m proud to partner with @dependbrand and the @prostatecancerfoundation to spread the word and #StandStrongForMensHealth. Preventive care is a strong defense. Talk to your doctor—screening helps detect prostate cancer early.”

Back on September 19, 2024, Smith officially partnered with Depend® for their men’s health campaign. Kimberly-Clark launched Depend in 1984. It leads the adult incontinence market in North America and gives people protection and confidence to stay active.

Through this collaboration, he is benefiting the philanthropic organization Prostate Cancer Foundation (PCF) and promoting early detection. “It’s so easy to avoid medical checkups and preventative care,” Smith said at that time. “But confronting these issues head-on is the ultimate display of strength,” he also added.

After teaming up with the brand, he also added, “I’ve experienced the impact that this disease has on families, which is why I’m taking part in the Depend Stand Strong for Men’s Health campaign, to encourage others to prioritize their health and get screened.”

As per a PR Newswire report, the campaign has donated over $1 million to PCF since 2020, funding research and innovations such as the PSMA-PET scan, which allows earlier and more precise detection of prostate cancer. And, Smith’s involvement brings visibility to these life-saving advancements and encourages men to take practical steps toward prevention.

Even back in October 2024, through an IG post, Smith  highlighted how preventive care can be a game-changer. “I’m proud to partner with @dependbrand and the @prostatecancerfoundation to spread the word that screenings have never been easier. One simple blood test could be a game-changer. Talk to your doctor and let’s #StandStrongForMensHealth,” he mentioned. His posts combine personal insight and public advocacy.

Through this partnership, Smith is turning awareness into action, using his influence to promote screenings and support life-saving research.

Smith continues to champion men’s health. And, he is shifting the focus from business to purpose amid the Vegas business closure.

Emmitt Smith loses Las Vegas business

Emmitt Smith invested millions in @EmmittsVegas, a restaurant and lounge celebrating his NFL legacy. On September 23, the landlord changed the locks after the restaurant failed to pay $407,730.88 in rent. And it happened just weeks before the Cowboys face the Raiders at Allegiant Stadium.

The restaurant featured sports viewing areas and a “Club 22” lounge designed for fans and former teammates. The closure prevented Smith from hosting guests or leveraging his NFL legacy as planned.

The project faced challenges before opening. Initially set for 2022 at the Fashion Show Mall, it ran into legal disputes. Court documents show Chef Rainer Schwarz claimed partners broke agreements, risking over $67 million. By May 2023, the locks were changed, the lease reassigned, and a new entity took over. Smith’s LLC stayed involved but was not named in the lawsuit.

Built at a cost of around $18 million, the restaurant’s future is uncertain. The abrupt closure highlights the high stakes of business, even for NFL legends.

Thus, Emmitt Smith’s story shows resilience, turning setbacks into opportunities to inspire and make a difference.