BIC did not just solely become the Official Razor of USA Swimming, the brand also has inked deals with the most decorated female swimmer of all time, Katie Ledecky and Olympic medalist Simone Manuel.
“We are thrilled to enter a new partnership with BIC as the official razor of USA Swimming,” the chief commercial officer for USA Swimming, Shana Ferguson said. “In a sport where fractions of a second count, swimmers know the importance of the shave, so this is a fun connection between our sport and the American consumer.”
The Shelton, Conn.-based company will feature Ledecky and Manuel as the faces of its Soleil Sensitive Advanced “Game On” campaign, which celebrates the confidence and competitive edge that exists inside all women.
“I'm proud to partner with BIC and my teammate, Simone, to discuss how important it is that women have confidence in themselves and not be afraid to show it,” Ledecky said. “There's no telling how many people we can inspire through our actions; whether competing for medals on a global stage or conquering our everyday responsibilities at work or at home. Confidence is key and the ripple effect can be massive.”
Manuel is featured in the video campaign, which sees her discussing the positive impact of confidence and how it has affected all aspects of her life, the company said.
“In life and in sports, confidence is everything,” Manuel said. “My confidence comes from working hard in practice every day. The BIC Soleil Sensitive Advanced razor is a tool that helps me perform and feel my best in the pool. Every choice I make, from the razor I use for a smooth shave to the hard work I put in the pool and weight room, impacts my ability to be my very best, compete at the highest level and inspire others along the way.”
BIC’s Soleil Sensitive Advanced razor features five flexible blades and water-resistant moisture strips that have been enriched with aloe for a smooth glide, the company said.
“Katie Ledecky and Simone Manuel have become the best in the world by demanding performance,” Mary Fox, the general manager of BIC North America said. “With Soleil Sensitive Advanced we are excited to deliver that same dependable performance shave after shave, at an incredible price.”