Gillette and Lay-Up Team Up to Empower the Next Generation of Role Models
Gillette, the world’s leading expert in men’s grooming, is proud to announce a new partnership with Lay-Up Youth Basketball, a Toronto-based charity that harnesses the power of basketball to develop skills and confidence in young people from Toronto’s Neighbourhood Improvement Areas. This partnership is rooted in Gillette’s global ambition to make an impact with millions of boys through the power of role models. Together, Gillette and Lay-Up aim to provide the children and youth Lay-Up serves with access to positive role models while fostering the development of young basketball coaches, shaping them into impactful leaders both on and off the court.
Supporting Youth and Coaches
Through this partnership, Gillette is supporting Lay-Up’s Coach Development Pathway—an evidence-based approach grounded in best practices in sport-for-development. This pathway helps the young people Lay-Up serves develop and transition into coaching roles within the program, providing year-round employment, certification, experiential learning opportunities, and mentorship. The pathway equips coaches at all experience levels with the skills and resources needed to make a lasting impact in their communities.
Enhancing Access to Positive Role Models
A new survey by Gillette Canada highlights a clear need for more positive role models for boys in Canada. Nearly 40% of Canadians believe boys don’t have enough access to positive role models, and 91% agree that having a role model benefits boys in the long term. Yet, only 55% of Canadian men had a role model growing up, and 81% of those who didn’t have a role model believe having one would have helped them.
The Power of Coaching
Gillette believes the bond between a coach and a young athlete is a relationship grounded in trust, guidance, and inspiration—qualities that make coaches some of the most natural role models for young people. Similarly, 80% of Canadians said that sport coaches in local communities can serve as positive role models for boys.
Jennifer Seiler, Senior Vice President, Grooming Canada at P&G, emphasized the importance of this partnership: “At Gillette, our mission has always been to provide the men of today and tomorrow with the tools they need to be their best selves. Coaches do more than teach skills on the court; they help young people develop confidence, resilience, and a sense of belonging, shaping their path both in sports and in life. By supporting Lay-Up’s efforts to develop more coaches, we’re helping to create greater access to positive role models, ensuring that youth have the guidance and inspiration they need to succeed.”
Lay-Up’s Mission
Founded in 2014, Lay-Up’s mission is to deliver the benefits of youth-basketball programs in a cost-free, community-based model, ensuring that all children and youth have access to the transformative power of sport. Lay-Up’s programs are delivered year-round in Toronto’s Neighbourhood Improvement Areas, with a focus on fostering long-term relationships between participants and coaches.
Chris Penrose, Executive Director of Lay-Up, expressed his enthusiasm for the partnership: “At Lay-Up, we look forward to partnering with Gillette and creating lasting, meaningful change for both youth and coaches. With Gillette’s support, we’re not only expanding access to positive role models for the young people we serve but also creating opportunities for them to stay involved as they enter the next phase of their lives.”
Celebrating Role Models in Sports
Gillette continues to highlight role models with its most recent campaign, The Best Your Game Can Get, which celebrates Gillette’s designation as the official shave and beard care partner of the Toronto Raptors. This campaign features Gradey Dick, a Gillette ambassador and Toronto Raptors player, who shares his belief in the power of role models to inspire the next generation of men.
“I’m proud to support Gillette’s partnership with Lay-Up because I know firsthand the difference a strong role model can make in a young person’s life,” said Gradey Dick. “Basketball has taught me so much about discipline, confidence, and giving back, and programs like Lay-Up help ensure that boys not only have access to mentors but also learn how to become leaders themselves.”
Gillette’s Legacy
For more than 120 years, Gillette has been committed to helping men look, feel, and be their best. By partnering with Lay-Up, Gillette is continuing its legacy of empowering the next generation of leaders. To learn more about Gillette and its products, please visit Gillette.ca.
Survey Findings
These are the findings of a study/survey conducted by Gillette Canada from February 5th to February 7th, 2025, among a representative sample of 1501 online Canadians who are members of the Angus Reid Forum. The survey was conducted in English and French. For comparison purposes only, a probability sample of this size would carry a margin of error of ± 2.5 percentage points, 19 times out of 20.
By joining forces with Lay-Up, Gillette is taking a significant step towards ensuring that young people in Toronto’s Neighbourhood Improvement Areas have access to the positive role models and leadership opportunities they need to thrive both on and off the court.
