Dwyane Wade Named Global Ambassador for New ‘Intuition by Aramis’ Fragrance

NBA icon Dwyane Wade is expanding his influence off the court, this time, into the world of fragrance.

In May, Aramis announced Wade as the global ambassador for its newly launched scent, Intuition by Aramis, a modern interpretation of masculinity and style.

The brand officially introduced the fragrance this August with a series of celebratory events during the Martha’s Vineyard African American Film Festival, including a fireside conversation, a VIP dinner, and an immersive pop-up experience.

“Fragrance is all about how you present yourself to the world,” Wade said in a statement. “Your scent is part of your vibe, and Intuition truly levels up your scent game.”

The campaign will kick off with the C-Suite Men’s Luncheon on August 6 at the Harbor View Hotel in Edgartown, Massachusetts. Sponsored by Aramis, the luncheon is an exclusive gathering of Black executives, leaders, and changemakers across industries.

Wade will headline the event with an intimate fireside chat, offering insight into his personal evolution, professional reinvention, and why he believes Intuition reflects today’s confident, self-aware man.

Immediately following the luncheon, Intuition by Aramis will debut its first-ever Pop-Up Sampling Experience at Pelican Bay. Open to the public on August 6 and 7, the pop-up promises a playful, sensory-driven experience where guests can explore the fragrance through interactive installations and curated storytelling.

“We couldn’t be more excited to be announcing Intuition by Aramis with the incomparable Dwyane Wade,” said Justin Boxford, Global Brand President of Estée Lauder & Aramis. “Dwyane is the epitome of modern masculinity, a visionary in family, fashion, and philanthropy. Through this collaboration, we’re honoring Aramis’ heritage while tapping into a new generation of fragrance consumers.”

With notes designed to evoke strength, style, and self-awareness, Intuition by Aramis is now available globally at major retailers, retailing at $95 for 50ml and $130 for 100ml.