P&G’s Gillette has kicked off its ‘My City is My Gym’ campaign promoting the Odor Shield Anti-perspirant/Deodorant and inviting men to try it out while exercising outdoors.
Photo: My City is My Gym, from Facebook, clickable
Gillette states that outdoor physical activity has a 50 percent greater positive effect on mental health than going to the indoor gym. Fresh air brings more energy and enjoyment and let people feel more positive and alive. The new deodorant helps athletes avoid the problem that still remains even outdoors—body odor.
The product’s feature Intelligent Microcapsule Technology, based on Betacyclodextrin an innovative molecule that helps eliminate bad odor from the body and make it smell fresh. There’s also a Odor Shield body wash available.
“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.”
For the new campaign, Gillette has joined forces with three professional athletes to create pop-up outdoor ‘My City is My Gym’ fitness sites across the country. The first site was created yesterday in Chicagoby hockey star Patrick Sharp , the next will pop up in New York City on October 18 curated by former pro football star Dhani Jones, and on November 8, football legend Jerry Rice will motivate San Francisco fans.
Designed by the nation’s top fitness experts, the outdoor fitness stations were and are naturally implemented into urban surroundings, like bus shelters, construction scaffolding, city greenways, park benches etc. Men are invited to visit the sites for the chance to get an urban workout with professional athletes. The details of the site locations can be found at www.mycitymygym.com.
Male athletes are also encouraged to sign up and start training for the Men’s Health URBANATHLON sponsored by Gillette. It is a 9.5-11 milecompetition that combines traditional road race elements with obstacles that will take place in Chicago, New York, or San Francisco.