The Globe and Mail

Go to the Globe and Mail homepage

Jump to main navigationJump to main content

Press release from Business Wire

Gillette and Local Athletes Invite Men to Proudly Declare: “My City is My Gym”

<p class='bwalignc'> Men are encouraged to take on their city as research shows exercising outdoors has health benefits </p>

Thursday, October 04, 2012

Gillette and Local Athletes Invite Men to Proudly Declare: “My City is My Gym”09:00 EDT Thursday, October 04, 2012 CINCINNATI (Business Wire) -- Today, Gillette® (NYSE: PG) announces the launch of their “My City is My Gym” campaign, encouraging men to take their exercise routines outdoors and put Gillette's Odor Shield Anti-perspirant/Deodorant to the test. As the world's leading male grooming brand, Gillette knows that the number one concern for men who have to perform under pressure is not bad breath, skin complaints, or bad clothes1, but sweat and body odor. With current trends pushing more men outdoors and into the public space for their work-outs, Gillette wants to help men work up a sweat without making a stink. Gillette Launches "My City is My Gym" (Photo: Business Wire) Studies show that outdoor physical activity has a 50 percent greater2 positive effect on mental health than going to the typical indoor gym. People who exercise outdoors versus exercising indoors feel more revitalized, have increased energy levels, feel more enjoyment and satisfaction, have a decrease in tension, reduced anger and depression3. Harnessing this growing trend of outdoor physical activity, Gillette is partnering with three hometown professional athletes to create pop-up outdoor “My City is My Gym” fitness sites across the country. On October 4, hockey star Patrick Sharp will be in Chicago, on October 18, former pro football star Dhani Jones will be in New York City, and on November 8, football legend Jerry Rice will be in San Francisco to challenge locals to expand their fitness regimes outdoors. The outdoor fitness stations were designed by the nation's top fitness experts and capitalize on common urban surroundings, like bus shelters, construction scaffolding, city greenways, park benches, and even newsstands, to create the ultimate all-around workout. “Gillette has a rich sports heritage and continuously aims to tap men's key passion points. This, of course, includes daily workout and fitness,” said Jason Partin, Brand Manager at Procter & Gamble. “The ‘My City is My Gym' campaign is designed to show men they can count on Gillette Odor Shield during any rigorous activity, including outdoor exercise.” Gillette's Odor Shield Anti-perspirant/Deodorant and body wash are perfect for outdoor fitness training because they eliminate odor, rather than just mask it. The products contain Intelligent Microcapsule Technology, based on Betacyclodextrin (BCD), an innovative cyclic molecule that traps and locks away bad odors as they occur and at the same time releases fresh fragrance from the perfumes loaded within it. “Gillette's BCD technology helps alleviate the unfortunate byproduct of rigorous exercise by neutralizing odor caused by perspiration,” said Tim Nolan, Senior Scientist at Procter & Gamble. “Now, men can focus on their workout, without feeling self-conscious about sweat and body odor.” Men can visit Gillette Odor Shield's “My City is My Gym” pop-up outdoor fitness sites in each city to meet the professional athletes on the first day, get in an urban workout, or simply pick up some outdoor fitness tips. Local urban training maps and outdoor exercise guides can also be found on Facebook at www.mycitymygym.com. Following are details of the site locations: Chicago unveiled by Patrick Sharp October 4 – 6 Gateway Park at Navy Pier New York unveiled by Dhani Jones October 18 – 20 Times Square Pedestrian Plaza San Francisco unveiled by Jerry Rice November 8 – 10 Pier 39 Entrance Park Gillette Odor Shield's “My City is My Gym” pop-up outdoor fitness sites are also the perfect way to jumpstart your training for the Men's Health URBANATHLON®, a unique, 9.5-11 mile competition that combines traditional road race elements with rigorous obstacles and sets them against a backdrop of iconic city landmarks, of which Gillette is a sponsor. To sign up for an upcoming race in Chicago, New York, or San Francisco, visit www.menshealthurbanathlon.com. Gillette's Odor Shield products include anti-perspirant / deodorant and body wash, all of which have sophisticated odor-fighting properties including: Base fragrance that delivers an initial burst of odor protection during application Odor Shield Technology that targets and neutralizes body odor at the source Scent Enhancing Technology (SET) that works to deliver a long-lasting scent Gillette Odor Shield products are available in a broad range of traditional and online retail outlets throughout the U.S. About Procter & Gamble P&G serves approximately 4.4 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands. 1 Gillette's Success and the Modern Man Study. Research commissioned by Gillette, conducted by Tpoll with 18,000 men and women across different countries in June/July 2008 2 “Outdoor Exercise: The Health Benefits of Working Outside” Huffington Post, 23 June 2012 http://www.huffingtonpost.com/2012/06/23/outdoor-exercise-health-benefits_n_1616467.html 3 J. Thompson Coon, K. Boddy, K. Stein, R. Whear, J. Barton, M. H. Depledge. Does Participating in Physical Activity in Outdoor Natural Environments Have a Greater Effect on Physical and Mental Wellbeing than Physical Activity Indoors? A Systematic Review. Environmental Science & Technology, 2011; : 110203115102046 DOI: 10.1021/es102947t Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50430324&lang=en Gillette:Susan Baba, 617-463-5756baba.so@pg.comorKetchum:Stephen Snart, 312-228-6831stephen.snart@ketchum.com