Gillette & LoL

Gillette & LoL
For more than 100 years Gillette® [NYSE: PG], the world’s leading male grooming brand, has aligned itself with some of the most prominent and respected athletes and sports leagues in the world. Today, the brand is proud to announce a new partnership with ESL, the world’s largest E-Sports company, through a sponsorship of the Intel® Extreme Masters (IEM) World Championship in Katowice, Poland from February 24-26, 2017. Leading Gillette’s entrance into gaming is the brand’s first-ever E-Sports athlete, Enrique “xPeke” Cedeño. xPeke is uniquely qualified to join Gillette’s line-up of all-star athletes from his success as a professional gamer, team owner, and former IEM Katowice Most Valuable Player (MVP). Demonstrating a shared passion for cutting-edge technology, Gillette will offer the teams and fans at IEM Katowice the opportunity to customize Gillette razor handles using 3D printing technology at its RZR MKR Design Studio. Additionally, the brand will provide grooming services to all League of Legend’s competitors throughout the opening weekend and will host autograph sessions and other activities with xPeke. “Gillette has been a leader in sports for many years, often partnering with the top leagues and players, and we are thrilled to welcome such an iconic global brand to our ESL family, ” said Craig Levine, CEO of ESL North America. “Gillette understands the growing popularity of E-Sports and will play an integral role in helping us enhance the fan experience at the IEM Katowice World Championship.” In addition to the RZR MKR Design Studio experience, Gillette will give fans an exclusive inside look at one of the best and most relentless E-Sports players in the world, xPeke. The “Pursuit of Precision” content series will bring fans closer to the legendary xPeke as he visits the Gillette World Shaving Headquarters in Boston and discusses the precision required to be a top E-Sports player and the added pressures of owning a League of Legends team during the current E-Sports boom.