As athletes gain a stronger foothold in the world of fine fragrances, indie fragrance brands have yet to take full advantage of this trend. However, there is a significant opportunity for these niche brands to partner with sports stars, particularly as they draw the attention of a growing consumer market: young men.
Take Isaac Quaynor, for instance, a star in the Australian Football League who boasts an impressive collection of around 60 fine fragrances. Quaynor is not just a fan; he is actively working on launching his own perfume by fall 2025, reflecting a deep passion for scents. His devotion is evident as he showcases high-end brands such as Xerjoff and Initio Parfums Privé on his social media, highlighting his preference for niche products.
Quaynor is not alone in his interest. Current and former NBA players, including Devin Booker and Victor Oladipo, have expressed their admiration for cult brands like Le Labo and Creed, while soccer player Trent Alexander-Arnold favors Byredo and Xerjoff. This collective enthusiasm among athletes illustrates a credible connection to the world of fine fragrances.
According to Roman Di Somma, head of international talent at Creative Artists Agency, male athletes possess a relatability that wider audiences often find appealing. Unlike actors or other celebrities, their appeal spans different age groups and income brackets, making them perfect ambassadors for indie fragrance brands. However, while larger fragrance companies have long utilized athletes for endorsements, smaller, indie brands have hesitated, often due to budget constraints and a desire to maintain a sense of exclusivity.
That perception, however, may be changing. Athletes have shifted from merely representing mass-market brands to positioning themselves as tastemakers in fashion and lifestyle. Their growing sophistication about niche products aligns perfectly with the characteristics of indie fragrance brands, known for their unique notes and limited distribution. As more brands enter collaborations with athletic figures, it may soon become standard for indie fragrances to join this marketing trend.
The shift in consumer spending is evident, especially among the younger demographic. A recent Piper Sandler survey reveals that annual spending on fragrance among teen boys surged by an astonishing 46 percent, reaching an average of $110. This trend marks a notable increase in interest from a demographic that is starting to regard premium fragrances as essential rather than indulgent.
Although many athletes have historically preferred to work with established brands to secure visibility, the landscape is evolving. Athletes now seek more individualistic partnerships, aligning with niche labels that embody their personal values, allowing them to connect authentically with their fans.
Further bolstered by findings from fragrance experts like Sable Yong, the profile of the modern athlete has transformed. Today’s sports stars not only seek high-quality products; they want to be involved in brand narratives that resonate with them. Yong asserts that athletes today are not just looking to wear brands; they want to curate their image through those brands, particularly those that are less mainstream. This interest in individuality, especially visible through platforms like social media, has opened countless doors for new collaborations.
Building these partnerships will require effort from fragrance brands. Athletes now approach collaboration with a more discerning eye. Di Somma notes that when he first began to work with athletes on fragrance deals, many were indifferent to the category. Today, players come to meetings informed and eager to establish connections with brands they authentically enjoy. As a result, fragrance companies will need to invest time in relationship development, arming athletes with knowledge about their products and inviting them into the brand fold.
For aspiring figures like Quaynor, this inspired evolution comes with its own entrepreneurial ambitions. He hopes not only for a partnership with an existing brand but aims to carve his own path in the fragrance industry. With a plan in motion to launch his brand, he represents a new breed of athlete—one that leverages personal branding and social media engagement to market premium products.
As the interaction between fragrance and athletics deepens, indie brands that recognize the inherent opportunity at this intersection can expect not only increased visibility but a chance to engage a vibrant and emerging market of young men passionate about premium scents. The time for these brands to act is now; the synergy between indie fragrances and athletic personas could yield substantial rewards in the coming years.
