- Gillette has partnered with five Chinese esports players from the mobile game Honor of Kings, for a series of promotional campaigns.
- One of the players, Peng “Fly” Yunfei, has been featured in a Gillette commercial that aired on Chinese social media platform WeChat.
- Gillette has used the images of all five players on a campaign poster on its Jingdong online store and social media Weibo.
Razor brand Gillette has launched a marketing campaign with five Chinese Honor of Kings professional players: Chen “CatGod” Zhengzheng, part of esports organization eStarPro; Peng “Fly” Yunfei and Xia “Hurt” Shengqin, from QGhappy; Xu “6.6” Yiran, and Xu “YiNuo” Bicheng, of Black Ananas (BA).
Gillette used the images of all five players in a large poster on its official Weibo (the Chinese equivalent to Twitter/Instagram) for a social media campaign and on its Jingdong online store. The team logos of QGhappy, Black Ananas (BA), and eStarPro were also featured on the poster alongside Gillette.
In addition, QGhappy Honor of Kings player Peng “Fly” Yunfei is exclusively featured in a Gillette digital commercial, which aired on Chinese social media platform WeChat’s ”My Moment” (similar to Instagram).
Credit: Gillette
Sources close to QGhappy told The Esports Observer that the deal will not only focus on online marketing campaigns but will also include offline activities to promote Gillette brand products and Honor of Kings pro players.
Related Article: Virtus.Pro Dota 2 Player Featured in Gillette Commercial
This is not the first time that Gillette partnered with a Chinese esports organization. In 2017, Gillette sponsored EDward Gaming 
, which competes in both Honor of Kings and the League of Legends Pro League (LPL). The Proctor & Gamble brand has also featured western players in its commercials, such as Origen founder and owner Enrique “xPeke” Cedeño Martínez (during his time as a pro player), and Russian Dota 2 player Alexey “Solo” Berezin of Virtus.pro .
