Giorgio Armani Parfums is diving back into the market with the introduction of Armani Code Sport, a new masculine fragrance and with it the designer Giorgio Armani has bypassed the usual sporty clichés, drawing inspiration instead from a cinematic encounters and the seductive nature of athletic strength to position his latest scent.
“I had in mind a story that would combine tension and seduction in a metropolitan setting,” said Armani. “I wanted the masculine physicality to be intense, powerful, in a way that would be an ideal reflection of the essence of Armani Code, a kind of sequel.” He has underlined the roster of sportsmen, including David Beckham, Cristiano Ronaldo and Rafael Nadal, who have posed for sultry ads and ‘who represent the ideal image of male beauty, men with bodies accustomed to athletic performance and challenge.’
Model Chris Folz fronts the new fragrance. In TV ads he is joined by actress Megan Fox, the face of Giorgio Armani Cosmetics, who reprises her role for the Italian fashion house. Code Sport’s campaign is set at night by a swimming pool with a Los Angeles skyline providing the noir background. A new advertising saga starring the duo is also set to bolster the existing Code franchise.
Code Sport will be priced in the U.S. at $59 for the 1.7 oz. eau de toilette, $73 for the 2.5 oz. size and $37.50 for the value-driven 1 oz. size.
Source: http://www.wwd.com
