Smell Like a Million Bucks: Dr. Squatch and IShowSpeed Are Giving Away a Total of $1 Million - and All You Have to Do Is Find It

PR Newswire

LOS ANGELES, Aug. 31, 2026

SPEEDRUN: Million Dollar Mission is a nine-week, global event pairing the internet's biggest streamer, natural personal care brand Dr. Squatch, and 4,000 Walmart stores in a wild series of real-world challenges and shared experiences with a chance to win part of a $1 million prize pool.

LOS ANGELES, Aug. 31, 2026 /PRNewswire/ -- Dr. Squatch, the #1 natural men's personal care brand in the U.S., today announced SPEEDRUN: Million Dollar Mission with IShowSpeed, the 21-year-old streamer, named the world's #1 Most Influential Creator in 2025. Running over nine weeks across 25 challenges in the U.S., Canada, the UK and Australia, the mission transforms everyday moments into a real-world competition designed to get fans playing, creating, connecting and competing for a total of $1 million.

Smell Like a Million Bucks: Dr. Squatch and IShowSpeed Are Giving Away a Total of $1 Million – and All You Have to Do Is Find It

The mission is built on a simple bet that Gen Z doesn't want to be advertised to, they want to participate. Few creators embody that better than IShowSpeed, whose fans have turned reacting, competing, traveling and showing up together into a global phenomenon. Rather than simply putting Speed in an ad, Dr. Squatch is creating something his community can actually experience together; a nine-week game built around fun, competition, surprise and the chance to walk away with real cash.

More than 4,000 Walmart stores and select retail partners become gameplay hubs, where in-store displays and QR codes connect shoppers directly to the live leaderboard, mission hub and weekly challenges at SpeedrunMDM.com. Whether fans enter through retail, social or online, they'll compete for their share of the $1 million prize pool in three ways:

Briefcase Hunts: Briefcases filled with a gold bar of Dr. Squatch soap – each redeemable for a surprise cash prize of up to $50,000 – will be hidden each week in select cities across the U.S., Canada, the UK, and Australia, with location clues revealed as the hunt unfolds.
Weekly Content Missions: New content missions inspired by Speed's world roll out every week, from challenging a random stranger to a footrace to barking at a retail display. Fans enter by posting their attempt on TikTok, Instagram or YouTube and following & tagging @drsquatch with #MillionDollarMission.
TikTok Shop Loot Box Bundles: Twenty-five $10,000 winning scratchers are up for grabs through specially marked IShowSpeed Loot Box Bundles. Fans can get one by purchasing a Loot Box Bundle on TikTok Shop or requesting a free scratcher at SpeedrunMDM.com (no purchase necessary).

The nine-week mission culminates in one final hunt… a grand finale worth $250,000. Additional details around the finale will be revealed as the mission unfolds.

"We could have launched a traditional ad campaign with Speed. Instead, we decided to hide a million dollars and ask fans around the world to see if they could find it," said John Ludeke, Chief Brand Officer at Dr. Squatch. "Speed has built one of the most participatory communities on the internet, so we wanted to create something his fans could actually experience together. Million Dollar Mission is about getting people off the sidelines; playing, creating, chasing challenges and having fun together. And if you're fast enough, you might walk away smelling like a million bucks."

"I've done a lot of crazy things, but Dr. Squatch putting a million dollars out there for my community to find is on another level," said IShowSpeed. "I already know people are going to go all out looking for it, and I'm not sitting this one out either. I want that briefcase."

Developed in partnership with Applied MSCHF, the cultural production company behind some of the internet's most talked-about drops and activations, and with creative support from Director Kyle Beiermeister and Echobend Productions, Million Dollar Mission marks the next evolution of Dr. Squatch's approach to ambassador partnerships. Rather than putting a creator's face on a campaign, Dr. Squatch is inviting fans directly into the world of the partnership through a game that lives across social feeds, retail aisles and real life.

SPEEDRUN: Million Dollar Mission runs August 31 through October 31, 2026. No purchase necessary to play. For official rules, the live leaderboard and weekly challenges, visit SpeedrunMDM.com and follow Dr. Squatch on Instagram and TikTok.

About Dr. Squatch
Dr. Squatch, the #1 natural men's personal care brand in the U.S., is known for raising the bar on grooming with its cold process soaps, natural body wash, deodorants, hair care, and more. Made in the USA and free from harsh ingredients, Dr. Squatch helps guys level up their routine with high-performance products and manly, long-lasting scents. With bold marketing and a loyal community, Dr. Squatch continues to lead the way in natural personal care innovation for the modern man. Feel Like a Man, Smell Like a Champion.