Gillette names soccer star Lionel Messi as new global ambassador

BARCELONA, Spain — Procter & Gamble’s male grooming brand Gillette has tapped Lionel “Leo” Messi to be the new global face of its upcoming international 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.



According to Gillette, it defines “Inner Steel’ as the mental toughness, unshakable resolve and driving will to win. It’s an unfailing courage to go further to perform the best, which is at the heart of the brand’s history. Which is why, along with global ambassador Messi, Gillette is partnering on a local level with a 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 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 displaying national colors.