Threepipe bags King of Shaves youth sport scheme

Skincare brand King of Shaves has brought in Threepipe Communications to relaunch its young athletes initiative.

The ‘Young Blades’ program­me identifies athletes and offers them financial support, but the firm is to expand the scheme and ramp up its PR.

Threepipe director Eddie May said it plans to add six athletes to the current crop of eight, and wants youngsters to put themselves forward.

‘Our brief is to relaunch the scheme in national, consumer and youth media, raising awareness of the programme and how it can support potential 2012 Olympians,’ said May.

A mentoring scheme will also be introduced to raise awareness of King of Shaves’ sponsorship of Chelsea and England footballer John Terry and skeleton Olympic silver medal winner Shelley Rudman.

King of Shaves continues to use The Communications Store for product PR.

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