NEYMAR JR. X DIESEL FRAGRANCES
Paris, France, May 19th 2019
GET WITH THE SPIRIT
They say the brave are fearless.
No one is fearless.
Without fear, bravery cannot exist.
The brave face their fears and smile at them.
Because there is no magic trick to make them disappear.
So keep smiling and shut up the critics.
Your fears are powerful things.
They challenge you, question you. They push you.
So don’t fear failure, even when the world is against you.
Laugh at this fear, too.
Laugh until your biggest fear is to have no fear at all.
When you have no fear, you have no heart, no guts, no life.
So play with your fears.
Don’t fear the pressure.
They say the brave are fearless.
We say the brave don’t fear their fears.
They play with them.
Only The Brave, Diesel’s signature fragrance for men, celebrates its 10th anniversary. For this important milestone, the brand reinvents its vision of modern masculinity with a new, game-changing fragrance: Spirit Of The Brave.
Created in close collaboration with Brazilian soccer star Neymar Jr., Spirit of the Brave encourages young men around the world to play with their fears and reach their full potential.
Spirit Of The Brave marks the first time Diesel Fragrances teams up with a prodigy from the world of sports. It's also the first time a spokesperson was involved with all aspects of a fragrance's creation, from its very inception to its worldwide launch this Spring, and beyond.
Neymar Jr., who is currently wearing Brazil's No. 10 jersey, became a professional player exactly ten years ago, around the time Only The Brave was first launched.
NEYMAR JR: THE LION'S ROAR
Having grown up playing futsal and street football in a poor neighborhood in Brazil, Neymar Jr. became a prodigy through determination and talent, joining Santos FC at 11, and signing his first professional contract with the club at 17, in 2009. He joined FC Barcelona in 2013, and Paris Saint-Germain in 2017, the most expensive transfer in history.
Unconventional to the core, Neymar Jr. is audacious. He's also an optimist at heart. And while, at times, his actions are contested by soccer fans around the world, he is known for being loyal to those closest to him.
His solar personality resonates with a generation that chooses to face and embrace challenges. He is an inspirational force, both on the soccer field and on social media. Still only 27, he is the #3 male influencer wordwide, with over 200 million followers.
Covered in tattoos, Neymar Jr.'s body is a record of his life, each important chapter inked in his skin, an autobiography of sorts. There is the roaring lion on his fist — reproduced on Spirit Of The Brave's fist-shaped bottle — and the trio of swallows representing courage, freedom and dignity. He also tattooed on his skin Ousadia — Brazilian for audacity — and Alegria — happiness. Neymar Jr.'s tattoos help us understand him in an intimate, personal way.
“I wanted a fragrance that is both fresh and elegant, to give me energy and confidence in every moment of my life.”
For Spirit Of The Brave, Neymar Jr. and renowned perfumer Carlos Benaïm at IFF have rewritten the codes of masculinity. Spirit Of The Brave is a sophisticated fougère contrasted with an unprecedented natural freshness. "I have blended the sensuality and lightness of cypress oil with citruses and noble woods," said Benaïm, "to create an explosive complex."
In a nod to Neymar Jr.'s athletic prowess, the very first notes of the fragrance unveil an energizing freshness. The scent opens with Bergamot and a green fizzy vegetal note.
Then the heart becomes daring and audacious. Cypress and fir balsam add a contrasting touch of Brazilian heat. The dry-down is addictive and luxurious. Tonka bean notes and labdanum bring sensuality and charisma, a reference to Neymar Jr.'s growing reputation as a style icon.
An unabashedly luxury fragrance, the Spirit of the Brave perfume concentrate contains 30% natural ingredients, an unusually high concentration for a masculine fragrance.
BOLD & GOLD
Like the original Only The Brave, Spirit Of The Brave comes packaged in its by now iconic bottle, shaped like a clenched fist. It has been revised for the occasion in black and gold, and features a print of the lion tattooed on Neymar Jr.'s own fist.
The fist symbolizes strength, self-confidence and bravery. The reproduction of Neymar Jr.'s own tattoo reflects his personal involvement.
Spirit Of The Brave's outer packaging is executed in refined black and gold, reflecting Neymar Jr.'s self-assured, sophisticated style. An expression of masculinity with a luxury appeal.
A LIFE IN TATTOOS
Neymar Jr. might be one of the world's most accomplished athletes and an inspiration to many — but he's not perfect.
The Spirit Of The Brave campaign examines how he tackles critics, deals with failure, and handles pressure. The movie shows the ups and downs, the lovers and the haters, in an authentic way. It reflects how Neymar Jr. remains grounded, balanced and faithful to his roots.
The film, by acclaimed Canadian director and photographer Mark Zibert, tells Neymar Jr.'s life through his tattoos. It is set around a series of flashbacks, taking place while Neymar Jr. gets a lion tattooed on his wrist, from his past as a kid playing futsal in the favelas to his present as a sometimes goofy global powerhouse. The child in the movie does not only represent Neymar Jr., but children all over Brazil, in favelas and poor neighbourhoods, dreaming of moving up in life through soccer.
The film ends with a close-up of both Neymar Jr.'s fist and the Spirit Of The Brave fist-shaped bottle, each adorned with the same, authentic tattoo of an untamed lion.
Mark Zibert also photographed Neymar Jr. for the still campaign, which features the footballer shirtless, the tattoos on his body a book open for all to read.