The New York Yankees, the hard-charging baseball team that is one of the biggest names in sport, has something new to offer the fans: a perfume.
Black and white ads, expected to reach 95% of New York men between 16 and 34, will show up everywhere, including on the entire side of the No. 4 train that goes to Yankee Stadium.
There will also be billboards , national magazine, newspaper and internet ads carrying the slogan , "Past, Present, Forever."
The seven-figure campaign has been created created in-house, aided by Media Kitchen, Carat Digital and PR shop DKC, reports AdAge.
So what does the cologne smell like? "We hope it reflects the smell of success, not to sound too cheesy," said Duncan Bird, creative director of the Cloudbreak Group, marketer of the Bronx Bomber scent. "It's not too challenging. It's a very refreshing smell."
Fans of arch-rivals Red Sox fans "will no doubt have a wide array of profane suggestions," says the magazine .
Why not name it after just one star player? "Players come and players go," said Bird . "The Yankees have been around a long time and represent something unique."
He said initial consumer reaction had been "extremely positive." He thought there might have some negativity, "but we received none."
ESPN, revealing that the fragrance names were simply, "New York Yankees'' and "New York Yankees for Her,'' commented: Smells like money.
Other Major League Baseball team fragrances on the way? And ideas about a fragrance for Arsenal?