Brazilian Football Icon Vini Jr. Announced as Brand Ambassador for Dirt Is Good

Brazilian footballer, Vinicius Jr (Vini Jr) is the newest brand ambassador for the world’s biggest laundry brand, Dirt Is Good (known as Persil, OMO, Breeze, Skip, or Surf Excel across international markets). The world class footballer will feature in Dirt Is Good brand campaigns over the coming months, inspiring people to embrace and celebrate challenges, dirt and stains on the path to being the best they can be.

Dirt Is Good's new era is focused on encouraging people to 'Play On'. With sport as the home of ultimate performance and resilience, the brand is encouraging people to see the value of participation in sport, getting stuck in and getting dirty. The year-long partnership Vini Jr will play a central role in this fresh direction and ambition, cementing sports as the new home of Dirt Is Good.

Vini Jr was born in Brazil, in the State of Rio de Janeiro. He began his professional football career at the Flamengo, aged 16. He plays for the Brazilian national team and for the La Liga Club, Real Madrid. The talented athlete played a pivotal role in the team’s path to victory in the UEFA Champions League 2024. Having been named best player of the Champions League 2023/2024, he is now hotly tipped by many to be a contender for the Ballon d’Or later this year.

Tati Lindenberg, vice president of marketing, Dirt Is Good said, "Our brand new era, Play On, champions the values of sport to unleash human potential, personal growth and resilience whilst celebrating the stains gained through a game well played – this is why I am thrilled to welcome Vini Jr as an ambassador for the OMO brand and into the Dirt Is Good family – particularly in our 20th anniversary year. Vini Jr embraces all the grime and the glory in sport – viewing getting dirty as a mark of success along the way. I can't wait to see our plans for this partnership come to life. Welcome Vini! And of course, boa sorte for Copa America!”

New Dirt Is Good ambassador and star Brazilian striker, Vinicius Jr, added, "I am honoured to become a Dirt Is Good ambassador and work with an organisation that shares so many values that are close to my heart. My own pathway into professional football was full of challenges on and off the pitch. These helped shape me as an individual, and I was not afraid to get dirty in the process. Through this partnership, I hope I can inspire the next generation to do what it takes to thrive in the face of adversity and demonstrate fearless resilience in pursuit of their goals."

ViniJr joins Arsenal FC and England player Bukayo Saka as a Dirt Is Good Ambassador. Saka kicked off the first campaign in the laundry brand’s partnership with Arsenal Football Club with the powerful joint activation – ‘The Autograph’. Dirt Is Good’s collaboration with the Arsenal Men’s and Women’s team, along with the Arsenal Foundation and local community projects, will see the two brands come together to champion the physical and mental resilience that sport inspires, tapping into growing global passion for sport to reach new audiences.