Gillette Expands Coach Development Program with Lay-Up Youth Basketball — The Procter & Gamble Company

Event summary

Gillette and Lay-Up Youth Basketball are entering the second year of their partnership, adding new coach development elements to support youth coaches in Toronto.
The partnership aims to address the need for positive role models for boys in Canada, with 40% lacking access and 91% agreeing on the long-term impact of role models.
Gillette’s support powers Lay-Up’s Crossover Pathway, a paid workforce development program that prepares young leaders through training, certifications, and employment.
The partnership includes skills-building sessions and on-court learning experiences, with contributions from Toronto Raptors Assistant Coach Jama Mahlalela and player Gradey Dick.

The big picture

Gillette’s deepening partnership with Lay-Up Youth Basketball aligns with broader corporate trends of consumer goods companies investing in social impact initiatives. This move underscores P&G’s strategy to leverage its brands for community engagement, particularly in areas like youth development and mentorship. The program’s focus on coach development also highlights the growing emphasis on holistic skill-building beyond traditional sports training.

What we're watching

Program Scalability: Whether Gillette and Lay-Up can expand the coach development program beyond Toronto to other regions in Canada.
Impact Measurement: How the partnership will measure and report the long-term impact of the coach development program on youth outcomes.
Brand Alignment: The extent to which Gillette’s involvement in social initiatives enhances its brand perception among consumers.