--- title: GilletteLabs x Razer | 6th Hashtag Sports Awards description: Global awards recognizing excellence in fan engagement and celebrating creativity across sports marketing, media & entertainment image: https://www.hashtagsports.com/hubfs/Assets-2024-shortlisted/KJVoLVVQ.jpg --- GilletteLabs x Razer | 6th Hashtag Sports Awards # GilletteLabs x Razer [GilletteLabs](https://gillette.com), [ Razer](https://www.razer.com), [ Ketchum](https://www.ketchum.com) The 6th Annual Awards Winner ![trophy-icon-silver](https://www.hashtagsports.com/hubfs/brand/trophy-icon-silver.svg) - Best Esports or Gaming Partnership 4x Nominee ✨ - Best Engagement Through Esports & Gaming - Best Global Campaign - Best Integrated Campaign - Best Launch Campaign Share [** ](https://www.hashtagsports.com/awards/shortlist-2024/gillettelabs-x-razer#) [** ](https://www.hashtagsports.com/awards/shortlist-2024/gillettelabs-x-razer#) [** ](https://www.hashtagsports.com/awards/shortlist-2024/gillettelabs-x-razer#) ABOUT THIS ENTRY GilletteLabs and Razer elevated the shaving and gaming routine with a limited-edition product collab. Gillette, the world’s largest male grooming company, and Razer, the world’s leading lifestyle brand for gamers, teamed up to launch the ultimate collaboration in grooming and gaming this past summer. The two brands—who both have longstanding gaming history—met at the intersection of design, innovation, and cutting-edge technology to unveil the GilletteLabs Razer Limited Edition. Products started rolling out in stores and online at the end of August. ![Image](https://www.hashtagsports.com/hs-fs/hubfs/Assets-2024-shortlisted/KJVoLVVQ.jpg?width=1920&height=1080&name=KJVoLVVQ.jpg) How does this represent “Excellence in Engagement”? Sometimes the simplest collabs are the most effective, and this wasnt just a clever naming convention coincidence. The gaming community absolutely loved leveling up their look good, game good approach with this collab. As part of its commitment to showing up at the largest gaming events in the world and connecting with gamers and fans, Gillette partnered with The Esports Awards – the global gaming event that recognizes excellence in gaming, esports and content creators to millions of viewers each year. While at The Esports Awards, Gillette used this moment to officially launch its new creative gaming concept—Hit Reset with Gillette and level up the presence of the GilletteLabs x Razer. **Why It Matters:** Two iconic brands in their respective spaces coming together. As a non-endemic brand playing in the gaming space, Gillette, and Razer, a gaming tech brand, continued to level up their presence and connect with gamers and fans through unique content, collaborations, and executions. ![Image](https://www.hashtagsports.com/hs-fs/hubfs/awards/shortlist-2024/gillette-razer-feel-sharp.webp?width=1920&height=1080&name=gillette-razer-feel-sharp.webp) Objective - Drive product sales and increase awareness of GilletteLabs among young men gamers - Increase awareness of GilletteLabs in the gaming space - Introduce Razer to fans and customers of Gillette and have Razer show up in retail in a unique and new way ![Image](https://www.hashtagsports.com/hs-fs/hubfs/awards/shortlist-2024/razer-razor.webp?width=1920&height=1080&name=razer-razor.webp) Strategy & Execution - Based on research and analytics of target audiences, Gillette landed on partnering with Razer, the world’s leading lifestyle brand for gamers, to create the ultimate collaboration of gaming and grooming - Gillette x Razer primed the audience with an April Fool’s Video teasing the product in a way that was funny and attention grabbing, and the audience loved it and wanted more - When it became reality, Gillette x Razer deployed a global 360-degree campaign utilizing content creators, earned media relations both virtual (media targets around the world) and executed an in-person activation at the biggest gaming event in the world, Gamescom - To further amplify, GilletteLabs worked with lifestyle + gaming influencer partners to drive excitement for the product launch. Additionally, all markets received a toolkit to amplify and activate locally in their respective region. **Organizations** - GilletteLabs - Razer - Ketchum **Links** - [  GilletteLabs x Razer](https://gillette.com/razer) - [  Razer Razer](https://www.razer.com/razer-razer) - [  Feel Sharp, Play Sharp](https://www.youtube.com/watch?v=qvSmM68xW5Q) - [  GoldenBoy at Esports Awards](https://www.youtube.com/watch?v=cYzhwDMq9bo) **Featured** - The Gillette Gaming Alliance - NiceWigg - Alex ”Goldenboy” Mendez - Sherrod Martin - Joe Fenti - Hector “Repullze” Torres **Credits** **[Daniel Ordonez](https://www.linkedin.com/in/daniel-ordonez-)** VP, Gillette Global Brand Franchise Gillette **[Michiel Coppes](https://www.linkedin.com/in/michiel-coppes-83566812/)** Global Brand Director Gillette Sports & Gaming + Sales Director GilletteLabs Gillette **[Denis D'Havé](https://www.linkedin.com/in/denisdhave)** Sr. Brand Manager - Gillette Europe Male Premium Razors Gillette **[Petra Stoffel](https://www.linkedin.com/in/petra-s-48110139/)** Global Gillette & Grooming Sustainability Communications Gillette **[Viktoria Buben](https://www.linkedin.com/in/petra-s-48110139/)** Sr. Global Brand Manager - Gillette Essentials & Gaming Gillette **[Julia Lafeldt](https://www.linkedin.com/in/julialafeldt/)** GCommunications Director - Gillette Gillette **[Min-Liang Tan](https://www.linkedin.com/in/mltan)** Founder & CEO Razer **[Mayumi Yokomizo](https://www.linkedin.com/in/mayumi/)** Business Development & Strategic Partnerships Razer **[Ayesha Durante](https://www.linkedin.com/in/ayeshadurante)** VP, Global Head of Marketing Razer **[Bob Picunko](https://www.linkedin.com/in/bobpicunko/)** Head of Marketing, Americas Razer **[Will Powers](https://www.linkedin.com/in/wjpowers/)** PR Lead, Americas Razer **[Maren Epping](https://www.linkedin.com/in/marenepping)** Head of Communications (EMEA) Razer **[Carey Spence](https://www.linkedin.com/in/kathryncareyspence/)** Head of Global, PR Razer **[Chris Mitchell](https://www.linkedin.com/in/mitchellchristopher)** Sr. Director, Marketing (EMEA) Razer **[Patrick Wixted](https://www.linkedin.com/in/patrickwixted/)** SVP, Client Services Director, Sports Co-Leader Ketchum **[Kristyn Brown](https://www.linkedin.com/in/kristynjbrown/)** VP, Sports Ketchum **[Joey Bosserman](https://www.linkedin.com/in/josephine-bosserman-76718132/)** Managing Account Supervisor, Sports Ketchum **[Jill Howard](https://www.linkedin.com/in/jill-phillips-howard-1208a29/)** SVP Ketchum **[Julie Nunes](https://www.linkedin.com/in/julie-rapp-nunes-724b5958/)** VP Ketchum #### Celebrate in NYC Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.   [![RESERVE SEATS](https://no-cache.hubspot.com/cta/default/834568/c79439a7-e53f-4aa9-9d60-2b68caf80d89.png)](https://cta-redirect.hubspot.com/cta/redirect/834568/c79439a7-e53f-4aa9-9d60-2b68caf80d89)