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Published on April 22nd, 2024

Location: France

Olivier Giroud new Rexona ambassador

Paris, April 23 - As part of the partnership between the Unilever Group's Hygiene-Beauty brands and UEFA EURO 2024™, deodorant and antiperspirant brand Rexona has signed an ambassador contract with French international soccer player Olivier Giroud.
A tie-up initiated by international sports marketing agency SPORTFIVE. This new partnership involves several activations around the Rexona 72h claim of protection activated by body heat, already in stores and on social networks, and on the small screen from this week.

Like Olivier Giroud, stay fresh every time you move with Rexona

Since April 22, the World Champion has embodied Rexona in its advertising campaigns and around its digital and trade marketing activation strategies, around the Rexona 72h claim of antiperspirant protection activated by body heat. Rexona's mission is to move the world and give people the confidence to keep moving forward. It's a mission that's compatible with Rexona Men Advanced Protection Cobalt antiperspirant spray. 

It was with these ambitions and the brand's values in mind that SPORTFIVE helped Rexona reflect on their ambassador strategy in France and identify relevant profiles to meet their objectives and illustrate the effectiveness of their product range. Whether you're taking part in intensive training sessions or playing high-intensity soccer matches, whatever happens, you can count on Rexona's efficiency.

The connection between Rexona and Olivier Giroud quickly became obvious, as the brand and the French international share common values and ambitions. Indeed, resilience and performance are at the heart of the World Champion's values and the brand's DNA. With this new ambassador strategy, Rexona will fully translate its ambitions and brand values alongside the ambassador of choice that is Olivier Giroud.

For Alice Jactel, GM personal care Unilever France "From the partnership with UEFA EURO 2024™ came the idea of teaming up with a French sportsman, and Olivier Giroud's name immediately aroused very keen interest from the teams. It is indeed a great opportunity for Rexona to partner with the World Champion. He's a great sportsman who perfectly embodies the brand's values, and brings the French together in a unanimous way. Through this partnership, we want to help the general public (re)discover the Rexona brand for men, and we have strong ambitions for growth and competitiveness."

Olivier Giroud adds: "I'm very happy to be associated with Rexona and to be able to embody their new products throughout these 3 years of partnership. Their products, and especially their latest range of antiperspirants, meet the expectations and needs of all amateur and top-level athletes. I've found the perfect ally to accompany me during every training session and every match."

According to Xavier ODDONE, Managing Director of SPORTFIVE France, "We are delighted to have supported Rexona in its ambassador strategy. Olivier Giroud was a natural choice, as he is an athlete who meets the brand's challenges and the expectations of its consumers. He also echoes the brand's values and perfectly embodies the performance of Rexona's new product range. We are delighted to see this new partnership come to life on our screens.”

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  • About SPORTFIVE

    SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.

    While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.

    Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Esports, Motorsport, Handball, Tennis, American Football, Basketball, Ice Hockey, Rugby, Olympics and Multi-Sport Events and many more.

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