P&G Signs Sprinter for Fragrance Launch

2010-03-17 | 07:33

Usain Bolt is the new face of Animagical.

This cat is fast...really fast. The World's Fastest Man Usain Boltis the face of Puma's new line of men's and women's fragrances called Animagical.

It’s the first time a celebrity has been used to represent Puma fragrances, according to Procter & Gamble Prestige Products, which oversees the brand and announced the endorsement deal.

Bolt, who has been involved with the Puma brand since 2002, will appear in a print and TV campaign for the fragrance line.

Puma Animagical Man is described as an aromatic, green, fruity fragrance with notes of African Kei Apple, cardamom oil, rosemary and pineapple, as well as white ironwood for warmth. Puma Animagical Woman, a floral, fruity, woody scent, combines pink grapefruit and Caribbean lime, Cape Town freesia, water lily, chocolate and South African Tamboti Wood.

Both eaux de toilette will be packaged in zebra-print-inspired, vividly colored bottles and boxes.

The Animagical line, which is being positioned as an African-influenced scent—from its exotic ingredients to its animal-inspired packaging—is part of a larger Africa-themed campaign for the Puma fashion brand, which is celebrating a decade of Puma’s support of African sports.