Key Takeaways:
- Gillette enters year two of its partnership with Lay-Up Youth Basketball, adding targeted coach development programming
- 80% of Canadians agree local sports coaches can serve as positive role models for boys, per Gillette-commissioned research
- The partnership funds Lay-Up’s Crossover Pathway, a paid workforce development program that trains and employs young coaches
- New programming includes expert-led workshops on communication, leadership, and youth engagement strategies
- Toronto Raptors Assistant Coach Jama Mahlalela and player Gradey Dick contributed to on-court training sessions
Gillette Deepens Investment in Youth Coach Training
Gillette has expanded its partnership with Lay-Up Youth Basketball, a Toronto-based nonprofit, to include new coach development programming in its second year. The collaboration supports Lay-Up’s work in Toronto’s Neighbourhood Improvement Areas, where the organization delivers free basketball programming to youth.
The expanded partnership focuses specifically on equipping coaches with skills beyond basketball fundamentals. New elements include expert-led workshops covering communication, leadership, and strategies for keeping young athletes engaged.
Addressing the Role Model Gap
The partnership responds to data from a Gillette-commissioned survey of 1,501 Canadians conducted in February 2025. The findings showed nearly 40% of respondents believe boys lack access to positive role models. Meanwhile, 91% agreed that having a role model creates long-term impact, and 80% said local sports coaches can fill that role.
“Coaches can be some of the most important role models in a young person’s life, not just for sport skills, but for confidence, connection, and belonging,” said Jennifer Seiler, Senior Vice President of Grooming Canada at P&G.
Crossover Pathway Gets New Resources
Gillette’s funding supports Lay-Up’s Crossover Pathway, a paid workforce development program that prepares young leaders through training, certifications, and employment as coaches. The new phase adds skills-building sessions and on-court learning experiences led by professional talent.
Toronto Raptors Assistant Coach Jama Mahlalela led a skills and leadership session for Crossover coaches. Raptors player and Gillette ambassador Gradey Dick also participated, speaking with coaches about leadership, mindset, and the influence coaches have as role models.
“Coaches tell us they want practical, real-world tools to coach the whole person, not only the technical side of basketball,” said Micaella Riche, Executive Director of Lay-Up Youth Basketball. “While our programming serves an even split of boys and girls, this partnership with Gillette allows us to intentionally address the often-overlooked needs of boys.”
CPG Brands Finding Value in Coach-Focused Investments
The Gillette-Lay-Up partnership reflects a broader trend of consumer brands investing in youth sports through coach and workforce development rather than traditional sponsorship models. By funding training infrastructure and professional development, brands can create measurable community impact while building authentic connections to the youth sports ecosystem.
For youth sports operators, the model demonstrates how corporate partnerships can enhance programming quality without compromising organizational mission.
via: P&G
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