Gillette has announced the launch of the new Gillette Champions programme with the unveiling of its newest brand ambassadors. The company has signed on Tiger Woods, Roger Federer and Thierry Henry, who are among the best-known, most widely respected and successful athletes.
The three ambassadors will be fully integrated into Gillette brand programmes and will be leveraged through multi-faceted marketing initiatives, including global print and broadcast advertising, consumer promotions, point of sale materials, online and public relations in support of Gillette’s premium shaving products. The Gillette Champions programme is scheduled to roll out in over 150 markets in the first year, making this the largest current sports marketing initiative for the brand.
Chip Bergh, President, Global Grooming, Gillette, said, “The name Gillette is synonymous with being the best. These three athletes have proven they have what it takes to be a champion on the course, the court or the pitch. They were chosen not only for their outstanding sporting performances, but also for their performance off the field, in their charitable actions, support of social causes or their reputations as icons of true sporting values. That is what the Gillette Champions is all about. Millions of men, women and children around the world look to these athletes, who raise their level of play and bring the game to a new level. They set the standard in sports and style.”
Tiger Woods, a four-time Masters champion, has been named the PGA Player of the Year seven times. His excellence on the golf course is paralleled only by his work with the Tiger Woods Foundation. Commenting on being a Gillette Champion, Woods said, “Being a part of the Gillette Champions programme was a natural choice for me. In golf, having confidence is essential, and a critical element of confidence is looking and feeling my best.”
Ranked No. 1 for three consecutive years, Roger Federer has dominated men’s professional tennis. Said Federer, “I’m honoured to be considered with these other fine athletes. In the world of sport, there are a number of elite athletes doing important things on and off the court. As a new ambassador for the Gillette Champions programme, I recognise the responsibility of encouraging us all – player and fans alike – to look and act like champions.”
Thierry Henry is a World Cup winner and a European Championship winner, along with being the greatest goal scorer in the history of Arsenal Football Club.