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Gillette announced Lionel “Leo” Messi as the new global face of its upcoming international football (soccer) campaign. Gillette also has become a partner of the Leo Messi Foundation to support its mission. Gillette’s partnership with Messi will launch the brand’s Inner Steel campaign, showcasing the passion and mental toughness required of players and fans to drive their teams to victory and show their colors for their country.
Gillette defines Inner Steel as the mental toughness, unshakable resolve and driving will to win. It’s this unfailing courage to go further to perform the best, which is at the heart of the brand’s history, and has inspired innovation, product superiority and enduring success. Which is why, along with new 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), as well as world leading national teams including Spain, Argentina, Brazil, Italy, Mexico, Venezuela and Chile.
To honor the Inner Steel displayed by men on and off the field for their team’s colors, Gillette is launching a new line of Special Edition Country Razors proudly displaying national colors. These Special Edition Country Razors are a daily affirmation of a nation that stands proudly behind its players, wearing their colors on the outside and their Inner Steel within.
To mark the launch, Messi showcases his always-on mentality in the "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. They experience something uniquely different each time and are confronted with challenges to their "Inner Steel."
Messi comments on his partnership with Gillette, “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% 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 colors 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 colors on the outside.”
Gillette global vice president John Mang also added, “This is a new era for Gillette and football/soccer. 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.”
Inspired by these ambassadors and national teams, throughout the Inner Steel campaign Gillette will be encouraging fans across the globe to show and share their Inner Steel and support of their nations colors by asking men everywhere to demonstrate that they, like Gillette, are made from steel and are driven by their colors.