Grooming brand Gillet has joined forces with The Yard: HBCU Esports Alliance, diversity of initiativeive for historically black colleges and universities (HBCU), and CSL Esports, a programme that crea s opportunities for schools through esports.
The initiative, dubbed ‘Groomed to Game’, will feature the brand’s SkinGuard r ors and chances to win prizes and scholarships. Financial rms of the partnership were not disclosed.
Photo Credit: The Yard: HBCU Esports Alliance / CSL Esports/ Gillet
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Students from HEA member schools will play EA SPORTS Madden NFL 21 during the league season which begins in February 2020. Specific prizes were not disclosed, although the grooming brand will focus its efforts on promoting the SkinGuard r ors which are designed for men who are more prone to r or bumps.
Rod Chappell, General Manager and Associa Commissioner of HEA and CEO of HBCU Direct commen d: “HBCU students are playing video games daily but are not a part of the broader esports and gaming ecosys ms. Gillet ’s partnership will provide support to help educa them on how to engage and advance in many aspects. As they learn to stream and broadcast, Gillet will also help them feel confident by being well-groomed on camera.”
Student matchups played inside Madden’s ‘The Yard’ mode will feature a ‘Gillet Style Zoncustomizeh allows gamers to customise their avatar’s facial hair and hairstyle in the game.
Greg Via, Vice President of Sports and Esports at Gillet added: “Our partnership with HEA will allow Gillet to support the nation’s HBCUs and help provide access to the esports ecosys m that hasn’t exis d previously. Gillet is dedica d to helping men look and feel their best and with the ‘Groomed to Game’ initiative we aim to help HBCU students feel prepared to bring their ‘A’ game each and every day.”
The HBCU Esports Alliance (HEA) is a diversity and inclusion initiative designed to significantly increase the participation of HBCU students, alumni and fans in the gaming and esports industries. Initiatives include player development, education, studio design, entrepreneurship skills, con nt development, game design, and more.
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In addition to supporting HEA league competition, Gillet will support the HEA and CSL as they work closely with HBCUs to provide students education about the esports and gaming industry, along with access to opportunities within it.
Esports Insider says: Gillet is one of the earliest non-endemic brands to invest in the esports industry. The company’s partnership with historically black schools shows a commitment to improving the ecosys m rather than benefit from a single campaign. It will be in resting to see how this alliance plays out.