Gillette lands a trio of star endorsers

Gillette yesterday unveiled its largest sports marketing initiative ever -- with an athletic powerhouse of endorsers for the Boston shaving giant that includes the golf phenomenon Tiger Woods, Swiss tennis star Roger Federer, and French soccer champion Thierry Henry.

The company will feature the brand's newest ambassadors in a its "Gillette Champions" marketing campaign, which will include worldwide print, broadcast, and online advertising, as well as consumer and in-store promotions.

The athletes, with shaving cream on their faces, gathered for a news conference yesterday in the United Arab Emirates after the Dubai Desert Classic, in which Woods finished two strokes behind winner Henrik Stenson.

"The Gillette name is synonymous with being the best. These three athletes have proven they have what it takes to be a champion on the course, the court, or the pitch," Chip Bergh, Gillette's president of global grooming, said in a prepared statement.

"They were chosen not only for their outstanding sporting performances but also for their performances off the field, in their charitable actions, support of social causes, or their reputations as icons of true sporting values."

Gillette did not disclose the length of the contracts or financial terms.

Mike Sheehan, chief executive of the Boston advertising firm Hill Holliday, estimated the deal could total between $10 million and $20 million, depending on the details.

"This is a huge coup," he said. "These three men are beyond athletes. They're brands themselves. And they're good ambassadors. They're not just lending their name. They actually work for their brands."

Woods, Federer, and Henry posed for photographers with shaving cream, something Woods doesn't have to use all that often.

"I started [shaving] a little late," he said. "My stubble didn't quite grow in. My dad showed me how to do it and I tried to do it just like him. I got foam all over the place."

Woods and Federer, the two dominant players in their sports, have become friends the past year. Woods was in Federer's box last year to watch his US Open victory. A few months later, Federer walked the course with Woods at a golf tournament in China.

Federer, a 10-time Grand Slam champion, strolled the course again yesterday in Dubai.

"Getting to know Roger has been pretty cool," Woods said. "We see sport on so many different levels the same way."

Federer said he'd started playing a bit of golf on courses in the United States and in Switzerland.

"I don't play that much golf, but I do hope to get Tiger to teach me," Federer said.

Henry, the Frenchman who stars for Arsenal in the English Premier League, said he admired Woods and Federer but had trouble watching golf.

"I would stay up really late to see Tiger play," Henry said. "Sometimes, I have to be honest, I did fall asleep."

Gillette, founded in Boston 170 years ago, was acquired by Procter & Gamble in 2005.

Material from the Associated Press was used in this report. Jenn Abelson can be reached at abelson@globe.com.