July 7, 2011
Edge and UFC Partner to Identify Fighters on the ‘Edge of Greatness’
SHELTON, Conn., July 7, 2011 /PRNewswire/ -- Today, the makers of EdgeÃ® Shave Gel and the Ultimate Fighting ChampionshipÃ® (UFCÃ®) announced a partnership to identify fighters on the "Edge of Greatness" and deliver an opportunity for them to be an official spokesman for Edge Shave Gel. Under the leadership of former two-division UFC champion BJ Penn, four rising UFC stars will compete for the public's endorsement to become the next face of "Team Edge."
This collection of the UFC's most exciting up-and-coming stars will be mentored by Penn as they continue their journeys in the UFC's hallowed OctagonÃ®. Motivated by the chance to earn a year-long Edge sponsorship, the following fighters will compete in the "Edge of Greatness" contest:
- Phil "Mr. Wonderful" Davis - a Pennsylvania native and Division I NCAA champion wrestler who is quickly climbing the ranks in the 205-pound division. He will fight former UFC light heavyweight champion Rashad Evans in the main event of UFC 133 on August 6
- Chad "Money" Mendes - a two-time All-American wrestler, currently undefeated and going for his second UFC victory in UFC 133 on August 6
- Michael "Mayday" McDonald - currently the youngest UFC fighter who boasts a 13-1 MMA record and 2-0 record within the UFC
- Brian "All American" Stann - a former Marine Corps Captain and Silver Star recipient who has won his last three fights, including Fight of the Night honors at UFC 130
To help Edge decide who should be the next face of "Team Edge," UFC fans can vote at www.edgeshave.com/UFC. The fighter with the most votes will be sponsored by Edge, helping propel him one step closer to the "Edge of Greatness." Fans can vote up to five times a day, and each time they can be entered to win a weekly prize pack or a trip to an upcoming Las Vegas event to meet Team Edge and see a live UFC showdown. Weekly prizes include Team Edge memorabilia, UFC merchandise and more.
From Fighters to Artists, Edge Empowers Guys to Reach the "Edge of Greatness"
The UFC partnership is an outgrowth of the recent launch of the "Edge of Greatness" initiative, a program Edge officials describe as a commitment to empower men by giving them an edge in life - both by offering the best possible morning shave to get ready for the day ahead, and by providing the tools guys need to fulfill their ambitions. In June 2011, the "Edge of Greatness" campaign launched with the unveiling of a 16-by-30-foot billboard in New York's SoHo neighborhood, donated by Edge and designed by up-and-coming student artist Anthony Morton.
"When we launched the 'Edge of Greatness' last month, the idea was to give an art student the edge he needed to jumpstart his career," said Jeffrey Wolf, senior brand manager for Edge. "Our partnership with the UFC and the launch of 'Team Edge' aims to do the same, propelling these guys to greatness in the sport and helping them to achieve their greatest ambitions."
The "Edge of Greatness" campaign will continue throughout Summer 2011 with a social media activation that invites followers of @EdgeShaveZone to tweet with the hashtag #EdgeofGreatness for a chance to have their personal greatness fulfilled. Rewards range from gym memberships for aspiring triathletes to the recent reward of four tickets to the UFC 132 fight in Las Vegas on July 2, given to two UFC fans on the "Edge of Greatness" who needed a seat at the fight. Edge also provides inspiration for greatness through a dedicated Tumblr page, edgeshave.tumblr.com.
Exclusive Access Beyond the Octagon
The Edge and UFC partnership extends to various other outlets, including at retail featuring UFC and "Team Edge" signage on Edge packaging and in-store promotions. Edge will provide free access to the UFC Fight Library to watch Team Edge fighters in action, a $30 value featuring exclusive fighter footage and interviews, with the purchase of Edge Shave Gel.
For more information on the "Edge of Greatness" campaign, visit www.edgeshave.com or join the conversation on Twitter with @EdgeShaveZone.
Edge Shave Gel is committed to making sure men get an edge in all areas of their lives, from avoiding nicks, dryness, redness and irritation in their morning shave to reaching the Edge of Greatness. With six unique formulations specially designed for every shaving need, Edge offers customizable comfort for all skin types. Edge Shave Gel varieties are available at mass, drug, retail and food outlets nationwide for about $2.79. Visit www.EdgeShave.com for more information.
About Energizer Holdings, Inc.
Energizer Holdings, Inc., headquartered in St. Louis, Missouri, is a consumer goods company operating globally in the broad categories of household and personal care products. Energizer's Household Products Division offers consumers the broadest range of portable power solutions, anchored by our universally recognized EnergizerÃ® and EvereadyÃ® brands. Energizer's Personal Care Division offers a diversified range of consumer products in the wet shave, skin care, feminine care and infant care categories. Our portfolio includes well established brand names such as SchickÃ® and Wilkinson SwordÃ® men's and women's shaving systems and disposables; EdgeÃ® and SkintimateÃ® shave preparations; PlaytexÃ® tampons, gloves and infant feeding products; Banana BoatÃ® and Hawaiian TropicÃ® sun care products and Wet OnesÃ® moist wipes.
About Ultimate Fighting ChampionshipÃ®
Owned and operated by Zuffa, LLC, and headquartered in Las Vegas, Nev., UFCÃ® produces over 12 UFC live Pay-Per-View events annually around the world. UFC programming is distributed in the United States on Viacom, Inc.'s Spike TV and on Comcast, Inc.'s VERSUS network. UFC content is distributed commercially through Joe Hand Promotions in the U.S. and Canadastar in Canada. Globally, UFC programming is broadcast in over 135 countries and territories, reaching 597 million homes worldwide, in 21 different languages.
UFCÃ® also boasts a powerful presence online, with UFC.com attracting over six million unique visitors per month, while also possessing one of the most powerful social media followings in all of professional sports. To date, UFC has over five million fans on Facebook and over 250,000 followers on Twitter. In addition, UFC President Dana White is one of the most accessible and most followed executives in sports with over 1.4 million followers on Twitter. On January 22, 2011, UFC continued to set trends in social media, becoming the first major sports league to stream live, broadcast quality action on Facebook.
Ancillary businesses include the best-selling UFC "Undisputed" videogame franchise distributed by THQ, UFC Gym(TM), UFC Fight Club affinity program, UFC Fan Expo(TM) festivals, branded apparel, trading cards, articulated action figures and other media including best-selling DVDs and a bimonthly magazine.
Edelman Public Relations, for Edge Shave Gel
Blair Garson, 212.704.4494, Blair.Garson@edelman.com
SOURCE Energizer Holdings, Inc.