Joe Root has been announced as a new ambassador for men’s grooming brand, Brut.
England’s new Test cricket captain will join international teammate James Anderson, who extended his deal with the Unilever product on the back of a successful year in 2016.
This year’s campaign will see the pair pitted against each other, with Root championing the Brut Sport Style range, while Anderson will promote Brut’s Original range. Cricket fans will be encouraged to choose whose side they are on by engaging with Brut’s social and digital channels. Images of Root and Anderson will also be used on a number of the brand’s in-store promotions and gift packs.
Additionally, Brut has joined forces with The Telegraph newspaper to sponsor an exclusive column by Anderson ahead of each England Test match this year. The partnership will also provide the UK-based company with access to Apple News inventory across multiple publishers.
Root will become another in a long list of athletes who have represented the brand, including the former England soccer team manager, Kevin Keegan.
“Brut is synonymous with sport and I’m delighted to be joining a brand with such a rich heritage,” said Root. “Having seen what Brut did with Jimmy Anderson in 2016 I’m excited to join the team and see what we can achieve in 2017, particularly with the #TeamJoe or #TeamJimmy campaign.”
Speaking about the deal, Anderson added: “After a successful 2016 I’m thrilled to be renewing my ambassadorship with Brut, and especially pleased that Joe Root has also been brought on board.”
Annabel Williams, Unilever’s marketing manager in Europe, concluded: “Having the England Test captain, Joe Root, and England’s greatest-ever wicket taker, Jimmy Anderson, as Brut ambassadors, is a real statement of intent for the brand. Brut has always been synonymous with sport and these two ambassador partnerships further strengthens the brand’s heritage. We look forward to an exciting 2017 of activity.”
Root was named England’s new Test captain in February, and will take charge of his first five-day match against South Africa in July.