Panasonic Grooming has announced Rio Ferdinand as its first brand ambassador for its #PlayWithStyle campaign.
With 81% of men claiming their confidence rockets when they look good, the project aims to show the importance of looking groomed in all aspects of life.
The first campaign video, The Beautiful Game filmed by New Era Productions, shows the ex-England footballer and his team mates using the products before playing a game of football in their suits.
“Style has always been important to me and I’ve been known to experiment with clothing, hair and beard styles over the years,” said 39-year-old Ferdinand.
“Now, as I’m trying to juggle managing my style with being a busy father and professional, Panasonic’s grooming products have become a kitbag essential."
Panasonic UK Head of Brand Communications, Gaele Lalahy, added: “Rio Ferdinand sits at the crossroads where sport meets style and thus resonates strongly with our target audience of 18-40-year-olds who know him variously as a player, pundit and style icon.”
As the campaign progresses it will feature content and tutorials with a range of other influencers.
Andrew Henderson, the freestyle football world champion, will star with Ferdinand in the next campaign showcasing football tricks and personal style lessons.
Lalahy continued: “Rio will help us further strengthen Panasonic’s brand equity in the grooming market and increase consideration, both with younger men choosing their first grooming products and those looking to further refine their style.”