For over 110 years, Gillette has delivered precision technology and unrivalled product performance – improving the lives of over 750 million men around the world. From shaving and body grooming, to skin care and sweat protection, Gillette offers a wide variety of products including razors, shave gel (gels, foams and creams), skin care, after shaves, antiperspirants, deodorants and body wash.
Gilette have now announced that they will be entering eSports. This entry comes in the form of their partnership with ESL. They will be sponsoring the League of Legends IEM Katowice 2017 tournament. The Katowice tournament will be held from February 24-26, 2017.
xPeke will be Gillette’s latest brand ambassador as they look to establish themselves amongst the millenials.
“It’s been exciting and eye-opening as we’ve immersed ourselves in the gaming community and discovered that both professional and amateur gamers have a lot in common with other premier athletes and sports fanatics. Gamers at all levels recognize the importance of precision – split seconds and minute movements make big differences. We get that obsession with precision better than anyone,” said John Mang, Vice President, Global Gillette. “Gillette is thrilled to partner with ESL to join this evolving and growing community.”
Gillette’s target audience is the young generation and millenials. As such eSports fans are a customer base that is tailor made for the brand. They will be looking forth to tap into the industry. With several big organisations entering esports it is definitely getting momentum and the attention of brands worldwide.
“As a former IEM Katowice MVP and current team owner, I understand the relentless pursuit of precision required to be the best player I can possibly be,” said xPeke. “Gillette obsesses over razor blades the same way I obsess over League of Legends strategy and it’s that common dedication that made me realize how much Gillette actually has in common with gamers,” explained xPeke. “I’m happy and humbled to be their first global eSports ambassador and get the chance to show more of the world how much precision eSports requires.”