Lionel ‘Leo’ Messi has been confirmed as the global face of Gillette’s upcoming international football campaign, with the male grooming brand becoming a partner of the Leo Messi Foundation.
The partnership will launch Gillette’s ‘Inner Steel’ campaign which highlights the passion and mental toughness required by players and fans to drive their teams to victory. Along with global ambassador Messi, Gillette will also partner on a local level with a raft of teams and players including England’s Joe Hart, Germany’s Thomas Muller, and Brazil’s ‘Player of the Century’ Pele, to name but a few. The brand will also work with leading national teams including Spain, Argentina, Brazil, Italy, Mexico, Venezuela and Chile.
Gillette global VP, John Mang, commented: “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.”
A new line of Special Edition Country Razors proudly displaying national colours will complement the ‘Inner Steel’ marketing activity. To mark the launch Messi stars in the ‘Trading Places’ (#InnerSteel) video alongside long-time brand ambassador Roger Federer, in the video the two sporting stars are transformed into sumo wrestlers, cricketers, ice hockey players and F1 drivers as they use each nations razor.
“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 per cent 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,” said Messi.
Football fans from around the world are encouraged to get involved with the activity by sharing their Inner Steel and support of their nation's colours.