Aramis Announces New Fragrance, Intuition, with Dwyane Wade as Global Ambassador
Today, Aramis announces the launch of Intuition by Aramis, marking a new chapter for the legendary men’s fragrance brand. Dwyane Wade will serve as Global Ambassador and the face of Intuition by Aramis, launching in August 2025, having collaborated closely with the brand on the campaign storytelling and creative expression.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250506482757/en/
Launched in 1963, Aramis became an industry leader in the men’s fragrance and grooming category as the first men’s prestige fragrance in the US. More than 60 years later, leveraging the brand’s rich heritage and fragrance authority, Intuition by Aramis is inspired by the idea of a new kind of masculinity – EQ as well as IQ; sensitivity as well as strength; purpose as well as power. Wade is the embodiment of all these qualities, evolving from one of the most successful NBA shooting guards to a highly regarded multi-hyphenate: producer, philanthropist, advocate, and entrepreneur.
“I'm excited to join the Aramis family as a Global Ambassador and launch Intuition by Aramis this summer," said Dwyane Wade. “Aramis is a brand that aligns with my values, and Intuition reflects modern masculinity and confidence. Fragrance is all about how you present yourself to the world. Your scent is part of your vibe, and my new fragrance truly levels up your scent-game.”
“We couldn’t be more excited to be announcing Intuition by Aramis with the incomparable Dwyane Wade,” said Justin Boxford, Global Brand President, Estée Lauder & Aramis. “From family to fashion to philanthropy, Dwyane is a visionary and changemaker who is the epitome of modern masculinity. Through the reimagination of Aramis and the collaboration with Dwyane, we are able to honor the brand’s incredible heritage while tapping into new consumers in the rapidly growing men’s fragrance market.”
Intuition by Aramis, a woody, green neo-fougère, will launch in August 2025 at key global retailers and will retail for $95/50ml and $130/100ml.
Wade’s inaugural Intuition campaign will debut across TV, print, digital, in-store and OOH.
About Aramis
In 1963, Aramis was created by Mrs. Estée Lauder, trailblazing entrepreneur and visionary founder of her eponymous cosmetics company, to be the most elegant men’s cologne in the world. Refined and distinctive, with a classic masculinity and sophistication that would transcend time, Aramis was the first prestige men’s fragrance to be sold in department stores around the world and quickly became an industry leader in the men’s fragrance and grooming category.
Today, Aramis Fragrance is revitalized and reimagined for a new generation.
Follow Aramis on Instagram @AramisFragrances #ARAMISINTUITION.
About Dwyane Wade
Dwyane Wade is an entrepreneur with partnerships including Way of Wade, MISSION, Stance, BallerTV, Proudly, Versace, TMRW Sports, Wade Cellars, Thorne, and Jeeter. Wade has stakes in the Utah Jazz, Chicago Sky, Real Salt Lake, and Utah Royals ownership groups. The WY Network is Wade’s digital show and podcast network, which includes hero show Time Out where you can find unfiltered basketball, lifestyle, and cultural conversations.Founder of 59th & Prairie Entertainment, he is an executive producer of Emmy and Oscar-winning projects. He is the New York Times bestselling author of A Father First, co-authored the New York Times bestselling children’s book Shady Baby, and released his photographic memoir DWYANE in 2021. His Wade Family Foundation provides relief to marginalized communities in need. As an NBA player for sixteen seasons and primarily with the Miami Heat, he was selected as an NBA All-Star 13 times, won three NBA championships, and was named the 2006 NBA Finals Most Valuable Player. He is an Olympic Gold medalist, was named to the NBA’s 75th Anniversary team as one of the 75 greatest players in NBA history and was inducted into the 2023 Naismith Memorial Basketball Hall of Fame. In 2024, Wade became the first Miami Heat player to receive a statue.
NYSE: EL
ELC-B
View source version on businesswire.com: https://www.businesswire.com/news/home/20250506482757/en/
Subscribe to releases from Business Wire
Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.
Latest releases from Business Wire
Access Advance Announces HEVC Advance and VVC Advance Pricing through 203022.7.2025 02:00:00 CEST | Press release
Access Advance LLC (“Advance”) today announced the results of several significant decisions by the Licensors in both the HEVC Advance and VVC Advance Patent Pools. Both patent pools opted to maintain their current royalty rates and caps for Licensees who sign before December 31, 2025, and to extend an incentive that aligns the royalty caps for Advance’s Multi-Codec Bridging Agreement (“MCBA”) and the VVC Advance Patent Pool for Licensees who sign the MCBA during the same period. The result is that Licensees who join the HEVC Advance program, gaining access to more than 27,000 patents, on or before December 31, 2025, can lock in current rates and caps through 2030. This protection applies both to ongoing royalty obligations and calculation of royalties due for past sales. Additionally, both current and new HEVC Advance Licensees who join the VVC Advance Patent Pool and execute the MCBA by December 31, 2025, will enjoy MCBA royalty caps that match the royalty caps for the VVC Advance pro
Andersen Consulting tilføjer ekspertise inden for markedsadgang med Prime Action i Brasilien22.7.2025 00:50:00 CEST | Pressemeddelelse
Andersen Consulting styrker sin kapacitet i Latinamerika med tilføjelsen af samarbejdsfirmaet Prime Action Consulting, et firma med speciale i markedsadgangsstrategi og channel management inden for bil-, landbrugs-, bank-, medicinal- og telekommunikationssektoren. Prime Action leverer komplette kommercielle konsulenttjenester for at hjælpe organisationer med at optimere deres go-to-market-strategier og forbedre resultaterne på tværs af salgs- og distributionskanaler. Firmaets tilbud omfatter markedsadgangsstrategi, intelligent channel management, udarbejdelse af handels- og distributionspolitik, kanaludviklingstjenester og uddannelse, som alle er designet til at skabe effektivitet og kundetilpasning gennem strukturerede processer, standarder og målrettet eksekvering. Prime Action arbejder med førende virksomheder i hele Latinamerika og følger ikke blot kunderne fra planlægning til implementering, men også efter implementeringen, hvor de tilbyder relevant uddannelse og evaluering for at
MayMaan Launches Engine Integration Program to Accelerate Clean Combustion Deployment and Market Adoption21.7.2025 19:34:00 CEST | Press release
Company unveils a comprehensive framework to empower manufacturers, OEMs, distributors and service partners with drop-in clean combustion solutions MayMaan, a scale-up innovator, transforming combustion technology, is announcing a robust and scalable partnership model to support the transition to more efficient power systems across global industries whilst cutting harmful emissions such as NOx and SOx to levels that are practically immeasurable. At the heart of MayMaan’s offering is its proprietary AquaStroke® technology, which runs on a revolutionary 70% water and 30% ethanol fuel blend. This patented system delivers high torque and reliability while dramatically reducing emissions—offering a compelling alternative to diesel engines and electrification overhauls. “Our technology is more than a breakthrough—it’s a platform designed to help others succeed,” said Doron Shmueli, Founder and CEO at MayMaan. “From manufacturers to distributors, we provide a full solution—ready to integrate,
Armis Named a Leader in Unified Vulnerability Management Solutions, Q3 2025 Evaluation21.7.2025 17:25:00 CEST | Press release
Company achieved the highest score of all providers for its Current Offering Armis, the cyber exposure management & security company, today announced that it has been named a Leader in The Forrester Wave™: Unified Vulnerability Management Solutions, Q3 2025. In this Forrester Wave™, Armis is ranked a Leader and achieved the highest score in the Current Offering category. According to the report, “Armis’ strategy is grounded in proactive security principles… Armis is an excellent fit for either beginner organizations starting their proactive security journey or mature organizations that need leading vulnerability response capabilities.” “I believe Armis stood out as a Leader because Armis CentrixTM is different – it’s a platform built to help organizations reduce cyber risk, not just report on it,” said Yevgeny Dibrov, CEO and Co-Founder of Armis. “We are redefining what security should look like in a connected world, helping organizations move from passive defense to proactive control
DevvStream Completes $10M Initial Funding to Launch $300M Asset-Backed Digital Infrastructure and Sustainability Strategy21.7.2025 17:00:00 CEST | Press release
DevvStream Corp. (Nasdaq: DEVS) (“DevvStream” or the “Company”), a leading carbon management firm specializing in the development, investment, and sale of environmental assets, today announced that it has entered into a securities purchase agreement for the issuance of up to (US)$300 million in senior secured convertible notes (“Senior Notes”), advancing its strategic initiative to build a blockchain-based treasury and launch a tokenization platform for sustainability-linked infrastructure. The securities purchase agreement provides for the issuance of up to (US)$300 million in Senior Notes with Helena Partners, which issuances will be funded in multiple tranches. An initial funding of (US)$10 million was completed on July 18, 2025. Key Highlights: Under the agreement, DevvStream will allocate 75% of the net proceeds (70% of the initial tranche) toward the purchase of liquid digital assets that offer 24/7 liquidity, serve as non-correlated stores of value, and may be used as collateral
In our pressroom you can read all our latest releases, find our press contacts, images, documents and other relevant information about us.
Visit our pressroom