PARIS — Adidas has caught Sport Fever.
This story first appeared in the October 11, 2002 issue of WWD. Subscribe Today.
The brand’s beauty license holder, Coty Beauty, will introduce a men’s fragrance, called Sport Fever, starting this fall. The woody, fresh fragrance, which targets 15- to 25-year-old men, will hit shelves in Europe, the U.S., Argentina, Brazil, Colombia, Mexico, India, the Philippines and Taiwan starting this month.
Some countries, including the U.K. and Germany, introduced the scent this summer to profit from the excitement surrounding the World Cup. The juice, concocted by Pierre Bourdon of Fragrance Resources, includes notes of lemon, grapefruit, watermelon, jasmine, lily of the valley and vetiver. A 100-ml. eau-de-toilette spray will retail for $12.30 in France. Dollar figures were converted from the euro at current exchange rates.
Industry sources estimate the Adidas beauty brand rings up about $37.2 million in France per year and that Sport Fever could add $1.49 million in retail sales to that in the 12 months after launch. Coty will also introduce repackaged versions of the Adidas brand’s deodorant and shower gel lines this fall. The packaging features vivid colors — with metallic finish for the men’s line — and twist-open caps.
Meanwhile, Coty Beauty is hard at work on its first celebrity scent for the mass market. In July, the company announced it signed a licensing agreement with pop singer Celine Dion. The scent is expected to launch in spring 2003.
The company is also now rolling out its third Healing Garden Waters scent — Sheer Passion — in the U.S. Like Pure Joy and Perfect Calm, which launched last year, Sheer Passion is derived from hydroponically grown flowers. Print advertising for Sheer Passion, which shows a couple embracing, is designed to inspire romance.