WHAT? Gillette has announced a partnership with the National Youth Basketball Mentoring Program. The partnership aims to help boys in Canada grow into the best men they can be by giving them access to positive role models and encouraging confidence building through sports.

THE DETAILS The partnership builds on the P&G-owned brand’s existing ties to sports as the official shaving and beard care partner of the Toronto Raptors.

Kevin Wilson, founder and president of NBYMP, commented, “We are thrilled to have Gillette as a partner. Through this partnership, we plan to expand our mentoring and education services across Canada and reach even more Canadian youth.”

WHY? Kimberly Legg, Brand Director, Grooming Canada at P&G, explains, “Our goal at Gillette is to give the men of today and tomorrow the tools they need to be their best. We look forward to supporting the NBYMP as they continue to provide youth across Canada with access to positive role models both on and off the basketball court.”