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Gillette names soccer star Messi as ambassador
February 3rd, 2014
BARCELONA, Spain – Gillette has signed professional soccer star Lionel Messi as a new global ambassador.
The Procter & Gamble men's grooming brand said Sunday that its partnership with Messi will launch the "Inner Steel" campaign, designed to illustrate the passion and mental toughness required of players and fans to drive their teams to victory and show their colors for their country.
In addition, Gillette is launching a new line of Special Edition Country Razors that display national colours.
To mark the launch, Messi showcases his always-on mentality in the "Trading Places" (#InnerSteel) video along with tennis star Roger Federer. The video shows Messi and Federer in a locker room, together for the first time, being transported from reality to fantasy as they pick up and use a different Gillette Special Edition Country Razor. They experience something different each time and are confronted with challenges to their "Inner Steel."
"Throughout my career I have been fortunate to have a great deal of success on the field, but I know that the strongest performances come only when you commit 100% to the task at hand and display the strength and mettle to give it all," Messi said in a statement. "Inner Steel is inherent within all men. It's the unwavering commitment and dedication to the colors of your team or country no matter what. Gillette is a brand that shares my resolve and determination to try to be the best and I know that together we can show men everywhere that the strongest performances come when you strengthen the Inner Steel inside and show your colours on the outside."
Along with global ambassador Messi, Gillette is partnering on a local level with an elite portfolio of teams and players from around the world, including Joe Hart (England); Thomas Muller (Germany); Oscar, Paulinho and Lucas (Brazil); Chicharito (Mexico); Falcao (Colombia); Sergio "Kun" Aguero (Argentina); Juan Arango (Venezuela); Alexis Alejandro Sánchez (Chile); Shinji Kagawa (Japan); Ki Sung-Yueng (South Korea); and "Player of the Century" Pele (Brazil), as well as with world-leading national teams such as Spain, Argentina, Brazil, Italy, Mexico, Venezuela and Chile.
"This is a new era for Gillette and football. We are excited to partner with Lionel Messi and a stellar line up of world-class players and teams," stated Gillette global vice president John Mang. "These athletes meticulously hone their skills and strive for precision on the field. They are at the top of their sport and their passion to be their best is an inspiration to us all."