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.