Gillette Deodorant recently enlisted the help of professional golfers Max Homa and Will Zalatris to launch the 72 Club. The new initiative features various ways for amateurs golfers to get involved in the sport including the Nextgengolf’s City Tour, a casual and competitive golf league. The brand will offer sampling opportunities throughout the City Tour.
"Gillette wants to help men look and feel their best at all times," said Chris Talbott, Senior Director for Gillette Deodorant. "The 72 Club is a great example of that. Whether your goal is to shoot a 72 or you are a pro playing 72 holes of championship golf, we’re providing support for golfers to strive to be their best both on and off the course by helping them smell and feel fresh."
Deodorant-Branded Golf Initiatives
Gillette Deodorant Debuted the '72 Club' for Golfers
Trend Themes
1. Branded Sports Initiatives - Companies are teaming up with sports professionals to create branded initiatives that encourage consumers to participate in the sport, opening up opportunities for innovative marketing strategies.
2. Amateur Sports Leagues - Brands are using amateur sports leagues as a platform to engage with consumers and offer sampling opportunities, creating opportunities for partnerships and creatively promoting products.
3. Personal Care in Sports - Personal care brands are recognizing the importance of personal hygiene in sports and using it as a way to connect with athletes and amateur enthusiasts, providing opportunities for innovative branding.
Industry Implications
1. Personal Care - Personal care companies can partner with sports teams and athletes to create branded initiatives and products that promote personal hygiene and wellness in sports.
2. Sports Apparel - Sports apparel brands can partner with personal care companies to create branded packages that offer both clothing and personal care products for athletes and enthusiasts.
3. Sports Marketing - Sports marketing firms can collaborate with brands and sports professionals to develop innovative marketing strategies and campaigns that encourage increased participation in sports and increased use of personal care products.