Tiger Woods, Roger Federer and Thierry Henry Are Introduced as the Faces of New Gillette Champions Program
BOSTON — Gillette[R] today announced the launch of the new Gillette Champions program with the unveiling of Gillette’s newest brand ambassadors — three of the best-known, most widely respected and successful athletes competing today: Tiger Woods, Roger Federer and Thierry Henry.
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 premium 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.
Consistent with the program values, these three ambassadors were selected not only for their sporting accomplishments, but also for their behaviour away from the game. They are as much champions in their personal lives as they are in their sports.
Quote from Gillette Executive
Chip Bergh, President, Global Grooming, at Gillette, comments on the new program and athlete affiliation, “The Gillette name is synonymous with being the best. 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.”
Tiger Woods, a four-time Masters champion, has been named the PGA Player of the Year seven times. His excellence on the golf course is paralleled only by his work with the Tiger Woods Foundation – an organization established in 1996 that has reached more than 10 million young people through educational and character development programs.
Commenting on being a Gillette Champion, Tiger Woods adds, “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.”
Ranked No. 1 for three consecutive years, Roger Federer has dominated men’s professional tennis. The champion holds 10 Grand Slam singles titles including four Wimbledon, three U.S. Open and three Australian Open titles and has been recognized as one of People magazine’s sexiest men alive.
Beyond his feats on the court, Federer serves as a UNICEF Goodwill Ambassador and in 2003 created the Roger Federer Foundation, which works with disadvantaged children in South Africa and promotes sport for young people.
Roger Federer provides his insight on the new program, “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.”
Thierry Henry is a World Cup winner, European Championship winner, and the greatest goal scorer in the history of Arsenal Football Club. He is the first player to ever win back-to-back European Golden Boots and the first player to ever win domestic Golden Boots three years in succession. This coupled with two consecutive English Player of the Year Awards, a feat never to have been done before, and five French Player of the Year Awards are just a few trophies in his impressive cabinet.
Now captain of Arsenal F.C., he has been the team’s top goal scorer every season for seven straight seasons and has been the top goal scorer in the Premier League on four occasions.
Off the pitch he has been a true statesman for the game. Last year he was appointed by FIFA (the world governing body of football) as their official Ambassador against racism in recognition for launching his high-profile “Stand Up Speak Up” campaign.
As his first role in his position as Ambassador, he has launched his new charity initiative “THe One 4 All Foundation”. THe One 4 All Foundation is named after his soccer shirt number “14” and it aims to promote and support projects against racism, mainly targeting disadvantaged and discouraged children through sporting and educational projects.
Thierry Henry has just been voted by Sky Sports in the UK as the greatest foreign-born player ever to have played in the English Premiership.
Thierry Henry describes his affinity for the program, “As an athlete who depends on my teammates every week, I recognize the importance of working together toward a common goal. Being a champion is much more than holding a trophy or receiving a medal — a champion stands up for what is right and encourages others to do the same. I am a part of the Gillette Champions program because I want to encourage others to be the best they can, not only during the game, but also in life.”
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