NHL Star John Tavares Becomes Face of Gillette in Canada

Gillette Canada has annoounced New York Islanders hockey star John Tavares will endorse the brand heading into the Sochi 2014 Olympic Winter Games.

Tavares is the new ‘face of Gillette’ in Canada and represents how both precise preparation rituals and the right equipment are essential when putting your ‘game face’ on. 

“Putting your game face on means never leaving anything to chance and doing whatever it takes to be completely confident and fully prepared for success, link ” said Tavares, the 23-year-old professional hockey player. “To compete and win at the highest level, I take nothing for granted, from fitness and diet to equipment and mental attitude. Confidence and success require precision and preparation and I use the same approach when it comes to grooming and looking my best. I take great pride in looking sharp and confident,” Tavares added.

Gillette will bring to life Tavares’ Game Face in an Olympic Winter Games campaign that includes print, television, and digital elements that salute the preparation, determination and commitment that goes into every game, especially the pursuit of gold. Canadians will get a first glimpse into Tavares’ game face, starting in early December.

“John Tavares is an elite athlete devoted to excellence and precision in everything he does and we are honored to work with him,” said Rob Chambers, Gillette Canada Brand Manager. “John’s proven approach to competing and winning clearly demonstrates the importance of knowing how to put your game face on and that the right preparation can make a big difference with those precise moments in the pursuit of gold.”

Tavares, in addition to his role as the face of Gillette in Canada, is among 12 Canadian Olympic and Paralympic hopefuls that Procter & Gamble, in cooperation with the Canadian Olympic Committee, is sponsoring as they prepare to represent Canada at the Sochi 2014 Olympic and Paralympic Winter Games.