AkzoNobel turns to Captain Glenn to drive global yacht coatings campaign

AkzoNobel says it is putting education ahead of traditional product marketing with a new global ambassador campaign that follows the complete refit of ‘Captain Glenn’ Shephard’s personal sailing yacht. Rather than simply promoting coatings, the initiative is designed to demonstrate how professional application, preparation and product selection combine to improve long-term performance for both yacht owners and the marine trade.

Well known for his role on Below Deck as captain of Parsifal III, the 54-metre Perini Navi-built superyacht, Shephard has over 25 years of experience in the industry and more than 200,000 nautical miles logged.

This follows the news that, in early June, AkzoNobel’s shares plummeted after Nippon Paint Holdings and Sherwin-Williams issued a joint statement confirming that they were no longer pursuing a €13bn takeover bid for the paint and coatings giant.

Campaign centres on real-world yacht refit

Through a full coatings refit of Shepard’s Jeanneau Sun Odyssey 42DS, Avalon, AkzoNobel is documenting the application process and real-world performance of its product ranges, to highlight the importance of surface preparation, application technique and specialist knowledge in achieving exceptional coatings results.

“A yacht like Avalon becomes part of your life,” says Shephard. “You spend countless hours aboard, so looking after her properly matters.

“For me, this refit isn’t just about making the boat look good, it’s about protecting her for the years ahead and making sure she’s ready for whatever the next voyage brings.”

During the refit, Avalon will undergo a complete underwater and topside transformation using coatings from the brands. Below the waterline, the yacht will be protected with International Micron 99, a high-performance, multi-season self-polishing copolymer (SPC) antifouling system and above it, the Awlgrip system will come into play.

Professional applicators at the heart of the campaign

The application project will be managed by superyacht coatings specialist, Nautipaints, at the STP Shipyard, in Palma, Majorca.

“Behind every great-looking yacht or boat is a partnership between skilled applicators, the right products and an owner who values both,” says Eve Lenez, global yacht segment manager at AkzoNobel. With “this campaign, we’re bringing those worlds closer together, giving owners insight into the craft, supporting the professionals who deliver it, and showing how our yacht coatings perform in real world situations, not just on paper.”

The idea is that Avalon’s refit will generate a series of educational and inspirational content providing insights for both professional applicators, as well as superyacht and yacht owners.

“I’m looking forward to sharing the journey and what we learn along the way because I know many owners and crews face the same decisions when it comes to caring for their boats,” notes Shephard. He’ll be joining AkzoNobel at both Monaco Yacht Show and Metstrade this year. The campaign has already started via Instagram.

Campaign extends its reach with other ambassadors

The coatings company is also collaborating with other liveaboard brand ambassadors, including Stella.Overboard, Luc Milam, Odd Life Crafting and When.Sailing to showcase solutions across the Awlgrip, International, Interlux and Sea Hawk brands, with different application environments, boat types and usage patterns.

This strategy is to deliver practical, experience-led content that demonstrates the full application process, from surface preparation through to final finish. By documenting an entire refit from preparation to final finish, AkzoNobel is aiming to position its brands not simply as coatings suppliers, but as technical partners for yards, applicators and owners.

From TV captain to coatings ambassador

Shephard is one of the superyacht industry’s most recognisable captains, combining more than 25 years of professional sailing experience with mainstream television exposure. A Canadian, he has logged more than 200,000 nautical miles, including 22 Atlantic crossings, and has captained the 54m Parsifal III for well over a decade. Before becoming the face of Below Deck Sailing Yacht, he served as first officer and relief yard captain aboard the 75m Mirabella V (now M5) and competed in leading superyacht regattas including the Perini Navi Cup and St Barths Bucket. He also holds a UK MCA Master 3,000 ton Certificate of Competency (CoC), one of the highest professional qualifications available to superyacht captains.

Shephard has been relatively selective with brand partnerships compared with some influencer-sailors. His commercial value comes from being a working superyacht captain with mainstream TV recognition, rather than being a full-time influencer. In 2025, The Moorings appointed him as its first-ever brand ambassador. The company said his combination of professional sailing credentials and TV audience reach made him a natural fit for introducing yacht chartering to new customers.

He’s made appearances at major industry events such as the Southampton International Boat Show and, this year, will be at Monaco Yacht Show and Metstrade. For marine businesses, his appeal lies in his ability to bridge several audiences at once, reaching professional captains and crew, sailing yacht owners, charter customers and a wider television audience. That combination makes him particularly attractive to brands focused on ownership, maintenance and refit, positioning him as one of the few figures in yachting with credibility across both the professional marine sector and the consumer market.