Gillette Announces Lionel Messi as New Global Ambassador
Messi Reveals his ‘Inner Steel’ to Launch Gillette Special Edition Country
BARCELONA, Spain -- February 2, 2014
Gillette, the world’s leading male grooming brand, today announced Lionel
“Leo” Messi as the new global face of its upcoming international football
campaign. Gillette has also become a partner of the Leo Messi Foundation to
support its mission. Gillette’s partnership with Messi will launch the brand’s
‘Inner Steel’ campaign showcasing the unrivaled passion and mental toughness
required of players and fans to drive their teams to victory and show their
colours for their country.
Gillette defines ‘Inner Steel’ as the mental toughness, unshakable resolve and
driving will to win. It’s this unfailing courage to go further to perform the
best, which is at the heart of the brand’s history, and has inspired
game-changing innovation, product superiority and enduring success. Which is
why, 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 “Alex
Sánchez” (Chile), Shinji Kagawa (Japan), Ki Sung-Yueng (South Korea) and
“Player of the Century” Pele (Brazil), as well as world leading national teams
including Spain, Argentina, Brazil, Italy, Mexico, Venezuela and Chile^1.
Gillette recognizes that football is a test for fans and players alike and
requires an unwavering commitment and dedication to the colours of their team
or country. To honor the ‘Inner Steel’ displayed by men on and off the field
for their team’s colours, Gillette is launching a new line of Special Edition
Country Razors proudly displaying national colours. These Special Edition
Country Razors are a daily affirmation of a nation that stands proudly behind
its players - wearing their colours on the outside and their Inner Steel
To mark the launch, Messi showcases his always-on mentality in the ‘Trading
Places’ (#InnerSteel) video alongside 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 uniquely different each time
and are confronted with challenges to their ‘Inner Steel’. To view the video
please visit the Youtube.com/GilletteLA or watch “Trading Places” here.
Messi comments on his partnership with Gillette: “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 percent to the task
at hand and display the strength and mettle to give it all. Inner Steel is
inherent within all men. It’s the unwavering commitment and dedication to the
colours 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.”
Gillette Global vice president, John Mang also added, “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. 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
Inspired by these world-class football ambassadors and National teams,
throughout the Inner Steel campaign, Gillette will be encouraging football
fans across the globe to show and share their Inner Steel and support of their
nations colours by asking men everywhere to demonstrate that they, like
Gillette, are Made From Steel, Driven by Their Colours.
At a time when the world’s footballers are pushing themselves to their limit,
Gillette aims to ignite fans’ inner strength and celebrate the role that they
play in helping their teams strive for success. The ‘Inner Steel’ campaign
reinforces the role of Gillette as a brand that has promised and strives to
deliver the best for 800 million men every day for over 100 years.
^iGillette’s Local Football Lineup
*Joe Hart (England): A goalkeeper for Premier League club Manchester City
and the England national football team. Hart has 3 consecutive Golden
Gloves in the Barclays Premier League. He returned to Manchester City for
the 2010–11 season and won the Barclays Golden Gloves for keeping the most
clean sheets. Hart replicated this feat again in the 2011–12 season and
was a key Manchester City player during their victorious 2011–12 Premier
League season and won it for the 3rd year in a row in the 2012-13 Premier
*Thomas Muller (Germany): A midfielder and forward for Bundesliga club
Bayern Munich and the German national team. Named the Best Young Player of
the 2010 FIFA World Cup and won the Golden Boot as the tournament's top
scorer, with five goals and three assists.
*Shinji Kagawa (Japan): A midfielder for Premier League club Manchester
United and the Japanese national team. He was named the AFC Asian
International Player of the Year in 2012.
*Javier Hernández Balcázar “Chicharito” (Mexico): A forward for Premier
League club Manchester United and the Mexican national team. He was the
top scorer with 7 goals and was named the most valuable player of the 2011
CONCACAF Gold Cup as a 23 year old.
*Ki Sung-Yueng (South Korea): A midfielder for Premier League club
Sunderland and the South Korea national team. He was a member of the 2010
South Korean World Cup and 2012 Olympic teams
*Radamel “Falcao” García Zárate (Colombia): A striker for La Liga club
Atlético de Madrid and the Colombian national team. In 2012 Falcao was
named the Globe Best Footballer by Globe Soccer, The Onze de Bronze by
French magazine Onze Mondial and the Trofeo EFE by the EFE news agency
*“Lucas” Rodrigues Moura da Silva (Brazil): An attacking mid-fielder for
Ligue 1 club Paris Saint-Germain and the Brazil national team. Member of
the 2012 Brazilian Olympic team.
*“Oscar” dos Santos Emboaba Júnior (Brazil): A midfielder for Premier
League club Chelsea and the Brazil national team. Oscar is an FIFA U-20
World Cup Champion.
*“Paulinho” (Brazil): A midfielder signed in 2013 by Premier League side
Tottenham Hotspur. He also represents the Brazil national team.
*Alexis Alejandro Sánchez “Alex Sánchez” (Chile): A forward for La Liga
club FC Barcelona and the Chile national team. He helped lead Chile to the
Round of 16 during the 2010 World Cup, the team’s best finish since 1962.
*Sergio “Kun” Aguero (Argentina): A striker for Premier League club
Manchester City and the Argentina national team. He was the youngest
player to debut in the Argentine Primera División at 15 years and 35 days,
breaking the record previously established by Diego Maradona in 1976.
*Juan Arango (Venezuela): Plays for Borussia Mönchengladbach in Germany as
an attacking midfielder and side midfielder. Having played more than 100
times for Venezuela, he is one of the few Venezuelan players ever to play
for a first division team in any of the major European leagues.
*Pelé (Latin America): Former Brazilian footballer widely regarded as the
best player in history. He was named “Player of the Century” by multiple
organizations including FIFA and the International Olympic Committee.
National team partnerships:
*Spain: 2010 FIFA World Cup winners; 3-time UEFA European champions (1964,
2008, 2012); 1992 Summer Olympic Games Gold Medallists
*Argentina: 2-time FIFA World Cup winners (1978, 1986); 1992 FIFA
Confederations Cup champions; 12-time South American champions (1921,
1925, 1927, 1929, 1937, 1941, 1945, 1946, 1947, 1955, 1957, 1959); 2-time
Copa América champions (1991, 1993); 2-time Summer Olympic Games Gold
*Brazil: 2014 FIFA World Cup Host Country; 5-time FIFA World Cup winners
(1958, 1962, 1970, 1994, 2002); 3-time FIFA Confederations Cup champions
(1997, 2005, 2009); 3-time South American champions (1919, 1922, 1949);
5-time Copa América champions (1989, 1997, 1999, 2004, 2007); 2016 Summer
Olympic Games Host Country
*Italia: 4-time FIFA World Cup winners (1934, 1938, 1982, 2006); 1968 UEFA
European champions; 1936 Summer Olympic Games Gold Medallists
*Mexico: 1999 FIFA Confederations Cup champions; 9-time CONCACAF Gold Cup
champions (1965, 1971, 1977, 1993, 1996, 1998, 2003, 2009, 2011); 2012
Summer Olympic Games Gold Medallists
*Chile: 9 top-three finishes in the Copa América Championships
*Venezuela: Vying for a World Cup bid in 2014
^iiAbout Gillette’s Sports Heritage
In the early 1900s, Gillette had the vision to see the value in connecting the
brand with top-tier sports and athletes. This was a key strategy that helped
the company grow into the world leader in the male shaving category. Gillette
was welcomed into many U.S. homes through the historic televised broadcasts of
the Gillette Cavalcade of Sports. Throughout the years, Gillette added
signature events in the U.S. including championship boxing matches, college
football Bowl games, Major League Baseball, PGA Tour® and the Kentucky Derby.
Gillette sponsored international events including FIFA World Cup, Rugby, the
Gillette Cup in Cricket and Formula One. In 2002, Gillette announced an
agreement for the exclusive naming rights to the home stadium of the
three-time Super Bowl Champion New England Patriots of the National Football
League. Throughout the mid 2000s, the brand continued innovative marketing
programs with international sports stars throughout the world. Today, Gillette
continues its sports heritage tradition with sports marketing programs
implemented in many regions throughout the world with the sponsorship of the
Olympics being the current flagship sporting initiative. During The London
2012 Olympic Games, Gillette with partnered with 24 athletes across the world.
About Procter & Gamble
P&G serves approximately 4.8 billion people around the world with its brands.
The Company has one of the strongest portfolios of trusted, quality,
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visit http://www.pg.com for the latest news and in-depth information about P&G
and its brands.
About the Leo Messi Foundation
The Leo Messi Foundation, launched by Leo Messi with the support of his family
in 2007, strives to ensure that children around the world enjoy equal
opportunities to make their dreams come true. Since its foundation, it has
been working tirelessly to accomplish its mission on behalf of children and
adolescents whose health is at risk. Whether on a national or international
level, the projects conducted by the Foundation all focus on education and
health, particularly the battle against childhood cancer and Chagas disease.
“I reached my dream of becoming a footballer and I want you to know that I
fought hard to get here and that I have to fight even harder to stay here.
Today, I want to use my own efforts and my own success to help those children
in most need because it moves me daily to see a child smile, when he thinks
there is hope or when I see that he feels happy. That is why we decided to
create the Leo Messi Foundation and I will keep fighting to make children
happy with the same enthusiasm and dedication that drive me in pursuing my
football career.” (Leo Messi)
Bettina Garibaldi, +1-917-744-5286
James Nunn, +1-617-306-8963
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