The three ambassadors will be fully integrated into Gillette brand programs 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 shaving products. The Gillette Champions program is scheduled to roll out in over 150 markets in the first year, making this the largest current sports marketing initiative for the brand.
Commenting on the new program, Chip Bergh, president, Global Grooming, at Gillette, said: 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.
Commenting on being a Gillette Champion, Tiger Woods said: Being a part of the Gillette Champions program was a natural choice for me. In golf, having confidence is essential, and a critical element of confidence is looking and feeling my best.
Tennis star Roger Federer added: I’m honored 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 program, I recognize the responsibility of encouraging us all – player and fans alike – to look and act like champions.
