Head & Shoulders names Gus Kentworthy its latest ambassador

BY Gisselle Gaitan

Head & Shoulders has named U.S. freeskier Gus Kenworthy, who also happens to be the first openly gay action sports athlete, its latest brand ambassador. The Olympian will be featured on the Shoulders of Greatness campaign, which coincides with the Olympic Winter Games in Pyeongchang.

The Procter & Gamble-owned company’s campaign will highlight all of the things people carry on their shoulders, such as pride, pressure and expectations, and how it serves as a motivator to overcome any presented challenges in order to achieve greatness.

“I’m thrilled to be part of the Shoulders of Greatness campaign as it resonates with my journey,” Kenworthy said. “Before coming out, I was carrying so much pressure that I put on myself. It wasn’t until I made the decision to come out that I was able to release that weight off my shoulders and find the confidence to be myself, which allowed me to perform my best.”

Throughout February, Kentworthy will appear in 15-second commercials, as well as in-store and digital executions. The spots will explore all of the hurdles the athlete had to overcome, along with his relationship with long-time agent Michael Spencer, who helped him make the decision to come out publicly in 2015.

“Gus is the embodiment of Shoulders of Greatness,” John Brownlee, brand director at Head & Shoulders, said. “He has pushed through personal and social barriers to compete at the highest level…and at his personal best. We are so excited to be on this journey with him at the upcoming Olympic Winter Games, and we know he will inspire others to shoulder their own greatness, no matter what obstacles they face.”


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