Michael Jordan has finalized a licensing deal with Beverly
Hills-based XEL, Inc., a subsidiary of fashion and fragrance
company, Bijan, to launch a Michael Jordan signature fragrance
for men in the U.S. in November '96. Jordan is the first major
male athlete in the U.S. to not only endorse, but also develop,
his own fragrance. Fragrance Foundation President Annette Green:
"It's a major step into the sports world for the industry."
Bijan will spend in excess of $20M in advertising and promotion
of the Michael Jordan Fragrance through TV, radio, print and
outdoor media. All creative work will be handled by Ground Zero,
Santa Monica, CA. Details were not available on distribution,
but it is expected the fragrance will be in select department
stores, as well as major athletic chains. Bijan may also
incorporate Warner Bros. Stores, Michael Jordan Golf Stores and
restaurants, travel retail and the NBA into the "distribution
mix" (Bijan). Bijan spokesperson Brett Charles Neubig: "The
fragrance is about surrounding his lifestyle off the court, the
things he likes -- to golf, hike and fish, fast cars, his family.
Obviously, we don't want it to smell like sweat" (WASHINGTON
POST, 6/13).
