G-Star Raw World Chess Challenge

Magnus Carlsen, the world's Number 1 chess player is taking on the G-Star World Chess Challenge on Friday, September 10, 2010 at the Cooper Square Hotel, New York City. Liv Tyler, another endorser of G-Star products will crown the winner of this match.




Here is the press release:

A global chess competition: The RAW World Chess Challenge. Chess icon Garry Kasparov will participate as the official ambassador of this world-wide challenge. Everyone in the world is invited to play Magnus Carlsen, the no.1 chess player in the world and G-Star’s new Fall/Winter 2010 advertising campaign model, together at once, live on the internet.

Although Magnus currently is the no.1 ranked chess player (the youngest ever), he is not the ruling World Chess Champion. The RAW World Chess Challenge is offering Magnus the opportunity to prove that he truly is the world’s best chess player… but only if he can beat the entire world first! More information on the RAW World Chess Challenge can be found on: g-star.com/rawchess

MORE: The RAW World Chess Challenge gives chess players around the world the opportunity to beat Magnus at his own game during this online game of chess. Three Chess Grandmasters, Maxime Vachier-Lagrave from France, Hikaru Nakamura from the United States and Judit Polgár from Hungary, will suggest a move each to the registered public. The public can vote online for their favorite move to be played against Magnus.

RAW World Chess Challenge & UNMC Partnership

G-Star founded the GSRD foundation in 2007 to make a valuable contribution to the development and economic independence of people in order to improve their situation by supporting projects to educate children and support entrepreneurs. In 2008 G-Star teamed up as a partner of the United Nations Millennium Campaign to jointly raise awareness for the eight Millennium Development Goals to which the GSRD foundation’s goals are closely linked. With the RAW World Chess Challenge, G-Star would like to get children involved in playing chess and stimulate them to use their brains. By these means, G-Star and the UNMC raise awareness for the Millennium Development Goals, and especially MDG number two: Achieve Universal Primary Education.

G-Star RAW. Just the Product.

 Now that's chess in the mainstream culture!