Ovechkin, cleaning up his act

Alex Ovechkin.
Alex Ovechkin.
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Wednesday, December 8, 2010

Does this make sense? The exquisitely scruffy Alexander Ovechkin has just signed an endorsement deal with Gillette. The men's grooming-products company announced yesterday it had tapped the Caps superstar to join the likes of Derek Jeter and Mexican soccer star Rafael Marquez as the brand's "global ambassadors." Our colleague Dan Steinberg reports that Ovie has agreed to remain "well-groomed" as part of the deal; totally doable, insisted a company rep.

"If you see Alex in some of his recent commercials, he's had kind of a cleanshaven look," spokesman Mike Norton told Steinberg. "With Gillette, we really want guys to look their best. And some guys like to be fully cleanshaven, some guys like goatees or well-trimmed beards."

What about the time-honored NHL practice of growing a beard for the playoffs? "Gillette and Alex both understand and respect the traditions of the game," an Ovechkin rep told our colleague. "Alex isn't superstitious by nature, and he hasn't even thought about it."

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