BOSTON — Gillette is promoting its new Fusion ProShield razor by spotlighting the protection provided by NFL offensive lineman.

In the lead-up to Super Bowl 50 in the San Francisco Bay Area, the Procter & Gamble Co. shaving brand has teamed up with NFL offensive linemen John Urschel of the Baltimore Ravens, Trent Williams of the Washington Redskins and Rodger Saffold of the St. Louis Rams to highlight how they shield and protect every play and the face of the team — just like the Gillette Fusion ProShield.

Gillette said Friday that through Jan. 23 it’s inviting offensive linemen, coaches and fans to submit a signature dance video on Twitter that celebrates those who shield on the field with the hashtag #ShieldMove. The three NFL linemen have already showcased their own #ShieldMove dance moves, and fans can check out Urschel’s “Awkwardly Sensual Uh Uh”, Williams’ “The Wall”, and Saffold’s “Forcefield” videos.

The Gillette Fusion ProShield delivers enhanced protection during shaving with the new ProShield Lubrication Bar before the blades plus the Lubrastrip after the blades, providing an extra shield from irritation.

In addition, P&G said the new razor is Gillette’s thinnest, finest blade edges and has less tug and pull and offers the brand’s most advanced blade coating. A Blade Stability Bar maintains optimal blade spacing for exceptional comfort, while a MicroComb helps guide stubble to the blades. There’s also a precision trimmer for accurate edging as well as Gillette’s FlexBall handle with innovative pivot to respond to facial contours for maximum contact.

P&G added that ProShield blade cartridges fit on all Fusion and ProGlide handles.

The Gillette Fusion ProShield will be widely available for mass purchase at retail stores nationwide and Gillette Shave Club beginning in late January for a suggested retail price of $9.49 for the Standard and Chill varieties. Four-pack replacement cartridges will also be available in Standard and Chill for an SRP of $22.49.

“Whether it’s shielding your teammates on the field or shielding from irritation while you shave with the new Gillette Fusion ProShield, great all-around protection is important when looking and performing your best,” stated Greg Via, Gillette’s global director of sports marketing. “No one understands that more than offensive linemen, so we’re excited to team up with NFL greats John Urschel, Trent Williams and Rodger Saffold to spotlight the protectors of the gridiron.”