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Late 90s, early 2000s was peak adolescent Axe usage. I entered high school in 2003, right when the fad was peaking. Which is good because it covered up the stench in the PE locker room.
PE locker rooms and axe are a terrible, terrible combo. Some kid inevitably empties a full can, then no one can breath.
The joke with axe was that it stank worse, not that it made things better.