Gillette has announced a new marketing partnership with superstar, Lionel Messi. The Argentine will be the new global face of its upcoming international football campaign, titled ‘Inner Steel’.
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).
Messi commented on his partnership with Gillette: “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 all.”
To mark the launch, Messi was showcased in a ‘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. [Source: I Sport Connect].