Style Maven: Ovechkin To Have Dedicated Hair Cuttery Microsite

Hair Cuttery Will Launch Microsite Dedicated To Endorser Ovechkin

Hair salon company Hair Cuttery is launching OvieStyle.com, a Web site dedicated to Capitals LW Alex Ovechkin as part of his endorsement deal with the chain, according to Dan Steinberg of the WASHINGTON POST. Ovechkin will also be featured in Hair Cuttery ads "on Metrobuses and a mobile billboard outside Caps games" with slogans being used including "Alexander the Great Haircut" and "Most Valuable Hair." Ovechkin recently participated in a photo shoot for the campaign, via TBC Advertising & PR, Baltimore. The deal originated from Ovechkin's visit last year to a DC-area Hair Cuttery, which Capitals Owner Ted Leonsis then blogged about, leading the Washington Post to "publish an item" on the visit. Ovechkin has other sponsorship deals including "his clothing line with CCM, various hockey accessories with Elite Hockey," and "a one-time arrangement with Scotiabank." But Steinberg writes considering Ovechkin is the "best player in the NHL, it struck me as a fairly modest sponsorship portfolio." Ovechkin's marketing agent Konstantin Selinevich: "It wasn't really his goal, to be the face of a company. He's never been somebody who wanted to be a poster boy, a walking billboard" (WASHINGTON POST, 9/19).