Gillette to sponsor IEM Katowice, names xPeke global brand ambassador

Esports Asia News
[hkes_show_google_ad] IEM Katowice will be receiving “the best a man can get” thanks to ESL’s new partnership with men’s shaving brand Gillette, according to a press release, in a move that marks the brand’s first entry into esports. Not only will Gillette sponsor the League of Legends IEM Season 11 World Championship in Katowice, Poland Feb. 24-26, but it has also made Origen founder and legendary mid laner Enrique “xPeke” Cedeño Martínez a global brand ambassador. “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,” xPeke said in a statement. “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.” xPeke joins the ranks of other sports stars who have represented Gillette, including tennis’s Roger Federer, football’s Lionel Messi and golf’s Tiger Woods. At IEM Katowice, Gillette will host a design studio where fans will get a chance to customize razor handles using 3D printing. They will also provide “grooming services” to all LoL competitors over the course of the opening weekend. “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,” global Gillette vice president John Mang said in a statement. “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.” Additionally, Gillette will produce a web series called “Pursuit of Precision,” in which xPeke will visit Gillette’s headquarters to discuss the importance of precision (and presumably a close, smooth shave) in esports and life. The series will premiere on Gillette’s YouTube channel on Feb. 6. [hkes_show_google_ad]

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