The campaign highlights the ethos that “the choice to go clean-shaven, bearded or wear a style in between is part of the decision men face every day when they’re preparing to be the best version of themselves.”
Celebrating a Range of Facial Hair Styles
“The return of ‘Choose Your Game Face’ is testament to our success in partnership with the Toronto Raptors and celebrates the range of facial hair styles members of the Raptors roster and their fans choose to wear every day,” said Jennifer Seiler, Senior Vice President, Grooming Canada at P&G. “We are looking forward to cheering on the Raptors and engaging with fans – while, most importantly, helping them show the world they’re ready to be their best.”
New for the 2023-24 Toronto Raptors season, Gillette is teaming up with Raptors players Gradey Dick and Gary Trent Jr., for ‘Choose Your Game Face’. The campaign tips off with new content featuring the grooming rituals of Gradey Dick and Gary Trent Jr. as they lead Team Smooth and Team Styled, respectively, in two epic highlight reels.
Gillette’s Team Smooth spot features Raptors rookie and guard/forward, Gradey Dick, shaving his game face with the official razor of the Toronto Raptors, GilletteLabs with Exfoliating Bar.
Meanwhile, Gillette’s Team Styled spot features Raptors guard, Gary Trent Jr., styling his beard with the official Trimmer of the Toronto Raptors, by King C. Gillette, which is part of the King C. Gillette line of precision tools and beard care products.
People across Canada can see both spots on TV and online throughout the Raptors regular season.
“Following the success of last year’s partnership with Gillette, we are thrilled to continue our collaboration ahead of the 2023-24 tip-off so that our fans can start the season with their game faces on,” said Jordan Vader, Senior Vice President, Global Partnerships, MLSE. “As the first and only Canadian professional sports team partner of Gillette, we are proud to provide our Raptors fans with the tools they need to look and feel their best on game day and everyday.”
Gillette products specially-marked to commemorate Gillette’s partnership with the Toronto Raptors are available at select food, drug and mass merchandise stores across Canada.
The Beauty Industry Targets Basketball Fans
Beauty brands are increasingly partnering with sports teams and athletes for campaigns. In May, Mielle Organics, a multicultural hair care brand, signed LSU Tigers basketball player Angel Reese as its newest ambassador.
More recently, in July, Mielle entered a multi-year partnership with the Women’s National Basketball Association (WNBA).