Gillette, a leading brand in men’s grooming and other personal care products, has announced its entry into the vibrant world of esports.
A global partnership with Electronic Sports League (ESL) sees Gillette become the major sponsor of the upcoming League of Legends Intel Extreme Masters (IEM) world championship, scheduled to take place later this month in Katowice, Poland.
Enrique “xPeke” Martinez, former superstar of Fnatic and current owner of Origen, will be representing Gillette as its first-ever esports athlete and global brand ambassador.
“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 in a press release. “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.”
Attendees of IEM Katowice will have the opportunity to customize their very own Gillette razor handles using 3D printing technology at the company’s RXR MKR Design Studio. Additionally, grooming services will be provided to all League of Legends participants free of charge. There will also be an autograph session, along with other fan activities with xPeke.
Shortly after the announcement, Brazilian football icon Neymar took to Twitter to congratulate xPeke and welcome him on board.
— Neymar Jr (@neymarjr) January 31, 2017
Gillette is is a leader in traditional sports. For it to embrace esports is huge news for the competitive community. IEM Katowice is likely the first step in a lengthy road-map. It wouldn’t be surprising to know that the company is strongly considering to buy itself a team to represent the brand in the League Championship Series (LCS).
This isn’t the first time that we’ve seen Gillette promote video games. Most recently, it was present at The Game Awards, or rather it’s mascot was–a walking razor blade. It was an awkward moment in the history of show