Gillette has named Lionel “Leo” Messi as its new global ‘face’. Messi will represent the brand in its upcoming international football campaign.

Gillette has also become a partner of the Leo Messi Foundation to support its mission. The brand’s ‘Inner Steel’ campaign will showcase the unrivaled passion and mental toughness required of players and fans to drive their teams to victory and show their colors for their country.

Along with global ambassador Messi, Gillette is partnering on a local level with an elite portfolio of teams and players from around the world including; Joe Hart (England), Thomas Muller (Germany), “Oscar”, “Paulinho” and “Lucas” (Brazil), “Chicharito” (Mexico), “Falcao” (Colombia), Sergio “Kun” Aguero (Argentina), Juan Arango (Venezuela), Alexis Alejandro Sánchez “Alex Sánchez” (Chile), Shinji Kagawa (Japan), Ki Sung-Yueng (South Korea) and “Player of the Century” Pele (Brazil).

Along with the campaign, Gillette is launching a new line of Special Edition Country Razors, which will proudly display national colors.

Gillette is promoting the campaign with its new video, “Trading Places” (#InnerSteel) which fetaures Messi with Roger Federer.

The video shows Messi and Federer in a locker room, together for the first time, being transported from reality to fantasy as they pick up and use a different Gillette Special Edition Country Razor. They experience something uniquely different each time and are confronted with challenges to their ‘Inner Steel’.

Gillette Global vice president, John Mang, commented:

“This is a new era for Gillette and Football. We are excited to partner with Lionel Messi and a stellar line up of world-class players and teams. These athletes meticulously hone their skills and strive for precision on the field. They are at the top of their sport and their passion to be their best, is an inspiration to us all.”