Wednesday’s off day in Toronto provided the perfect opportunity for Gillette to announce Islanders captain John Tavares as the new ‘face of Gillette’ in Canada.
Gillette announced that an Olympic Winter Games campaign featuring Tavares’ ‘game face’ will run in early December, spanning print, television and digital media. The campaign will salute his preparation, determination and commitment, especially in the pursuit of gold.
As a part of the announcement with the men’s grooming company, Tavares and former NHL goaltender Curtis Joseph participated in a panel discussion. Tavares, a 2014 Olympic hopeful, and Joseph, a 2002 Olympic gold medalist, gave their thoughts on getting their game faces ready every time they step on the ice.
“Game face is not just a look, but a mindset and a mentality,” Tavares said. “I think you always try to block out distractions and have complete focus on what you want to accomplish.”
Captains like Tavares and goalies like Joseph are counted on by their teammates in many situations.
“Playing at the professional level you have to compete and be ready to go every single night,” Joseph said. “Young guys will look to John. And I know from being a goalie that you want to portray focus and confidence. Other guys look to you in pressure situations.”
Although everyday might not be a game day, the approach to preparing for battle never stops for Tavares.
“I think it’s (an) everyday (process),” Tavares said. “I take a lot of pride in working on a lot of things in practice and it goes from there to doing things off the ice in terms of recovery methods or physically getting ready to play.”
Last year’s hart trophy finalist is one of 12 Canadian Olympic hopefuls that Gillette’s parent company, Procter & Gamble, is partnering with. Tavares is the only men’s ice hockey player in the group. The Olympics will take place from Feb. 7-23, 2014.
Although he has yet to compete in the Olympics, Tavares has worn the red and white for Team Canada numerous times. Prior to the Islanders selecting Tavares first overall in 2009, he won gold medals at the 2008 and 2009 World Junior Hockey Championships. The Oakville, Ontario native also represented his country at the IIHF World Championship three times.