Overview

• Dwyane Wade was unveiled as the new ambassador for Aramis, a classic men's fragrance under Estée Lauder, during the 2025 Met Gala on May 5.
• The partnership reflects Wade’s lifelong connection to scent, rooted in childhood memories of sharing Cool Water cologne with his father and brothers in Chicago.
• Wade described himself as an 'everyday fragrance-wearer' and expressed his dream of starring in a fragrance campaign, which he now fulfills at age 43.
• The campaign aligns with Aramis’ strategy to modernize its legacy brand and engage new demographics within Estée Lauder's $21.7 billion fragrance portfolio.
• Wade’s Met Gala appearance, themed 'Superfine: Tailoring Black Style,' showcased his personal style through a Prada ensemble and detailed grooming choices, emphasizing fragrance as self-expression.