- Wilkinson Sword has named Anthony Joshua as the new face of its Quattro 4 razor launch, making him the latest celebrity to carry the brand's "Blade Master" title.
- The campaign is titled "Protect What's Important" and is built around Joshua's personal philosophy of discipline, routine, and self-care as tools for a champion's mindset.
- The Quattro 4 is a brand-new product: it combines four titanium and diamond-coated blades with patented protective grid technology, a self-standing handle made from over 30% recycled materials, and 90% recycled paper packaging.
- This is the first celebrity-fronted edition of the Blade Masters platform, which Wilkinson Sword launched in 2024 using a fictional, unnamed brand character rather than a real spokesperson.
Anthony Joshua has been unveiled as the new face of Wilkinson Sword’s Quattro 4 razor, becoming the latest star to hold the brand’s “Blade Master” title.
The campaign, called “Protect What’s Important,” stars Joshua and is backed by the launch of a brand-new four-blade razor built with titanium and diamond-coated blades, patented protective grid technology, and an aloe vera lubricating strip.
The self-standing handle is made from over 30% recycled materials, with packaging that is 90% recycled paper and zero plastic. A starter kit retails at £15.
Jonathan Norman, marketing director at Edgewell Personal Care, said Joshua embodied “discipline, precision and confidence,” qualities central to the campaign and the Quattro range.
The activity marks a new chapter of Wilkinson Sword’s Blade Masters platform, which was originally launched in 2024 with a fictional character concept rather than a named celebrity.
In January 2026, Wilkinson Sword also signed as the official men’s grooming partner of the Williams F1 Team, signaling a wider push into high-performance sports marketing.
Off the razor’s edge, Joshua is no stranger to brand deals. He joined healthy meal brand Prep Kitchen as brand ambassador in June 2025, and has long-standing partnerships with Audemars Piguet and Lucozade.
Similar athlete-brand plays have recently made headlines: former heavyweight champion Evander Holyfield took a brand equity role with wellness company Terra Origin while MMA star Israel Adesanya made moves in fashion through a Daily Paper x Engage capsule collection.
In the ring, Joshua is expected back in July 2026, with a potential showdown against Tyson Fury targeted for November, according to promoter Eddie Hearn. This Wilkinson Sword deal keeps his commercial momentum firmly on track during his ring return.
Takeaways
This partnership is a masterclass in brand-to-athlete alignment. Wilkinson Sword isn’t just borrowing Joshua’s face, it’s borrowing his entire identity: a man known for relentless self-discipline, structured routines, and the kind of quiet confidence that sells grooming products without having to shout.
That’s a sharp pivot from the brand’s 2024 Blade Masters campaign, which leaned on a nameless fictional character.
Bringing in a real, globally recognized heavyweight, literally and commercially, signals that Edgewell Personal Care is ready to spend serious marketing budget going head-to-head with Gillette for the men’s premium shaving market.
Crucially, Joshua’s personal narrative right now, resilience after the tragic Nigeria car accident, his comeback story, his discipline-first mindset, makes the “Protect What’s Important” campaign feel surprisingly personal, not just transactional. It’s smart timing.
Can Wilkinson Sword leverage Joshua’s massive fan base in Africa, particularly Nigeria, to grow the brand in markets where it currently has little penetration? Is this a one-campaign deal or the start of a long-term Blade Masters chapter for Joshua, similar to how Lucozade has retained him for years?
