By  on April 20, 2007

Despite his New England fan base, Patriots' quarterback Tom Brady feels a little bit like an all-American cowboy to Coty Beauty. The fragrance house has recruited the NFL star as the new face of its Stetson fragrances.

Brady, 29, will fill the boots of Texas-born actor Matthew McConaughey, the most recent celebrity to front Stetson, Coty's flagship men's brand and the number-one mass market men's fragrance. Effective immediately, Brady — who is frequently photographed of late with supermodel girlfriend Gisele Bündchen — will represent the Stetson brand for the next two-and-a-half years.

Brady will don a cowboy hat for the gig, but Coty chose the football player to broaden the positioning of Stetson from Western to rugged masculinity, said Steve Mormoris, senior vice president of global marketing for Coty Beauty. "He bridges rough masculinity with elegant style," he added. "We think he is an emerging male icon on top of being a great athlete."

The first advertising campaign to feature Brady is slated to break in September, and will include print and TV. Television spots will show Brady driving a vintage Mustang convertible in hot pursuit of his cowboy hat, which has been blown off by the wind. Alongside the convertible is a galloping thoroughbred racehorse, as described by Mormoris. He added that Coty will ramp up advertising spending behind Stetson over the next three years. It will also build the fragrance with varietal scents. Current plans call for flankers that play off the concept of suede and fresh.

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