Yale proudly announces that it has tapped its first local endorser, whom the brand describes as someone “who has strong family values and looks after the welfare of his loved ones”.
According to Camilo Umlas, Assa Abloy general manager, “Alden Richards is the ideal personification of the brand. He will be able to remind everyone that more than just in the business of locks, Yale is in a mission to provide safety and security. We believe that his credibility as an endorser will further strengthen our leadership in the market. His overall image and reputation plus his immense popularity and inspiring success will bring our brand to the widest possible segment of the population and his relevance to the present times represents what Yale is all about. A relatable character consumers can identify with is now a member of the Yale family”.
Yale is the brand behind locks of every design and function in over 125 countries. As one of the oldest international brands, Yale is among the best-known and most respected names in the lock industry, with millions of Yale locks in use worldwide. That’s why we proudly say that Yale is “the world’s favorite lock”.
Yale, more than a company and a brand, may already be considered an institution. Always coming up with best and innovative ways to provide security and safety since it first started. After countless of locks that have secured millions of homes through the years, Yale has stayed true to its philosophy of providing businesses, families and homes the freedom from worrying about security and safety.
Like Yale, he highly values the things that matter most in his life — guaranteed safety for his family, 24/7 security for the home, convenience and peace of mind for his loved ones. Yale and Alden Richards certainly make a perfect fit.
Yale continues to provide security, welcoming consumers to safer homes, its business partners into a home with even greater opportunities, and Alden into a home that share his values and priorities.
Yale is part of Assa Abloy global brands since year 2000, the global leader in total door opening solutions dedicated to satisfying end-user needs for security, safety and convenience, with more than 200 brands under its portfolio.
