It is time to get used to seeing a clean-shaven Alex Ovechkin.
The Washington Capitals superstar announced a multiyear endorsement deal with Gillette on Tuesday, which will make him one of the company’s global ambassadors. A key point to the deal: The Russian must be well-groomed.
"If you see Alex in some of his recent commercials, he's had kind of a clean-shaven look," Gillette spokesman Mike Norton told The Washington Post. "With Gillette, we really want guys to look their best. And some guys like to be fully clean-shaven, some guys like goatees or well-trimmed beards. It's all about helping guys to look their best."
TV commercials will start running in Russia and other Eastern European countries this week, sources told Sports Business Daily. Sources also said Ovechkin hopes the ad campaign will spread to other countries since the deal is for global rights, according to the Sports Business Daily report.
Ovechkin’s representatives told The Washington Post that the star will still be allowed to grow a playoff beard, should the team make a postseason run this spring.
"Gillette and Alex both understand and respect the traditions of the game," an Ovechkin representative told The Washington Post. "Alex isn't superstitious by nature, and he hasn't even thought about it. He just wants to make the playoffs, and he'll decide once the playoffs start. If the team decides to do something, he certainly will be able to participate."
The Washington Post also reported that Ovechkin’s deal with Gillette includes a charitable aspect and he will campaign to help youth hockey players develop on and off the ice.
Which Ovi look do you like better?