SHERIDAN, WYOMING – May 9, 2025 – Aramis, the legendary men’s fragrance brand, is set to launch a new fragrance, Intuition by Aramis, with none other than NBA icon Dwyane Wade as the global ambassador. The collaboration, which will debut in August 2025, is a fresh take on modern masculinity, combining strength, sensitivity, and purpose into a powerful fragrance experience.
A Bold New Chapter for Aramis
Founded in 1963, Aramis revolutionized the men’s fragrance industry as the first prestige men’s cologne in the U.S. Over six decades later, the brand is continuing its legacy with Intuition by Aramis. This exciting new fragrance embodies a new kind of masculinity—one that merges emotional intelligence with raw strength, and purpose with power. Dwyane Wade, a multi-hyphenate entrepreneur, philanthropist, and NBA legend, is the perfect representative of these qualities, making him an ideal choice for the fragrance’s global campaign.
Dwyane Wade’s Involvement
“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.”
Wade, known for his versatility and influence, brings a unique perspective to the fragrance. His journey from an NBA superstar to a successful entrepreneur and advocate mirrors the fragrance's ethos of redefining masculinity. Through this collaboration, Wade aims to help consumers express themselves through a scent that speaks to modern strength and sophistication.
Intuition by Aramis: A Fragrance for the Modern Man
Intuition by Aramis is a woody, green neo-fougère fragrance that promises to offer a sophisticated and refreshing scent experience. The fragrance will be available in two sizes: 50ml for $95 and 100ml for $130. With its unique composition, Intuition is designed to appeal to a new generation of men who value both elegance and authenticity in their grooming routines.
The fragrance will be launched globally in August 2025 at key retailers and will be supported by a robust marketing campaign that includes TV, print, digital, in-store, and out-of-home (OOH) advertising.
Why Intuition by Aramis?
Aramis has been an industry leader in men’s grooming and fragrance for over 60 years. With the release of Intuition, the brand takes a bold step forward in its evolution, catering to the modern man who desires a fragrance that is both powerful and refined. By tapping into the growing demand for men’s fragrances, Aramis aims to broaden its reach and introduce the legendary brand to a whole new audience.
As Justin Boxford, Global Brand President of Estée Lauder & Aramis, noted, “We couldn’t be more excited to be announcing Intuition by Aramis with the incomparable Dwyane Wade. From family to fashion to philanthropy, Dwyane is a visionary and changemaker who is the epitome of modern masculinity.”
Conclusion: A New Era of Fragrance
Intuition by Aramis is set to redefine how men experience fragrance. With Dwyane Wade as the face of the campaign, this new fragrance captures the essence of confidence, sensitivity, and strength. Whether you’re looking to elevate your personal scent or discover a fragrance that matches your vibe, Intuition promises to be a must-have addition to your grooming routine.