In a city where basketball courts often double as classrooms for life, Gillette is leaning into a role that goes far beyond grooming. Gillette has announced the second year of its partnership with Lay-Up Youth Basketball, a Toronto-based organization using basketball to build confidence, skills, and opportunity for young people in Neighbourhood Improvement Areas. The renewed partnership sharpens its focus on one critical influence in a young person’s life: the coach.
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Why coaches matter more than ever
Across Canada, the need for positive role models for boys is becoming increasingly clear. Nearly 40 percent of Canadians believe boys lack access to strong role models, while 91 percent agree that having one can have a long-term impact. Local sports coaches are uniquely positioned to fill that gap, with 80 percent of Canadians recognizing them as powerful role models.
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Gillette’s partnership with Lay-Up responds directly to that need. Rather than simply funding programming, the brand is investing in the people who show up consistently for youth, week after week. Coaches are often mentors, listeners, and leaders rolled into one, and Gillette’s goal is to ensure they feel equipped for that responsibility.
Expanding the Crossover Pathway
At the heart of the partnership is Lay-Up’s Crossover Pathway, a paid workforce development program designed to prepare young leaders through training, certification, and employment. Gillette’s support powers the program and, in its second year, introduces new coach development elements that focus on the skills coaches say they need most.
This next phase adds expert-led workshops centered on communication, leadership, confidence building, and youth engagement. These sessions are designed to help coaches develop the whole person, not just the athlete, reinforcing the idea that success on the court starts with trust, connection, and consistency.
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Learning from the highest level
The partnership also bridges grassroots basketball with professional insight. Through Gillette’s relationship with the Toronto Raptors, Lay-Up coaches participated in on-court learning experiences led by assistant coach Jama Mahlalela. These sessions paired technical instruction with conversations about leadership and mindset, offering real-world examples of how coaching values translate at every level of the game.
A conversation with Raptors player Gradey Dick further emphasized the influence coaches have beyond performance. Discussions focused on accountability, mental resilience, and how showing up with intention can shape a young person’s confidence far beyond basketball. “Role models matter, especially in sport,” said Dick. “That’s why I’m proud to work with Gillette to help develop the coaches who show up for young people every day. With the right support and guidance, you build confidence and consistency. Being your best isn’t only about performance, it’s also about how you show up, how you treat people, and how you help lift others.”
Supporting boys without excluding anyone
While Lay-Up’s programming serves an even split of boys and girls, this partnership allows for intentional focus on the often-overlooked needs of boys. It acknowledges that supporting boys doesn’t mean limiting opportunity for others, but rather ensuring everyone receives the guidance they need to thrive.
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For Gillette, the collaboration aligns naturally with its broader mission of helping men and boys look, feel, and be their best. As the official shave and beard care partner of the NBA in Canada, the brand continues to highlight role models through its The Best Your Game Can Get campaign, reinforcing the idea that being your best is about character as much as performance.
In a time when positive influence matters more than ever, Gillette’s work with Lay-Up proves that meaningful impact starts by empowering those who lead from the sidelines.
