Dwyane Wade, the NBA legend, has been a style icon to the youth for some time now. But do you know that despite partnering with so many brands over the years, there’s one thing Dwyane has been quietly dreaming about for decades? Something that has nothing to do with basketball or red carpets, but has everything to do with how he grew up. It’s a childhood memory tied to a scent, family and a passion for fragrance. What could that be? Let’s say it’s bigger than the Met Gala to him.

The Met Gala 2025 evening was more than just fashion for Dwyane Wade. It was when Wade finally got to live some part of his childhood dream. “It has always been a dream of mine to be in a fragrance campaign,” he said just hours ahead of the event. Dwyane Wade’s 43-year dream came true as he proudly and stylishly walked the blue carpet. And his walk? Not less than a victory lap!

His very first scent was Cool Water. “Watching my dad put it on showed me how important fragrance is.” Wade smiled, drawing on the nostalgia of memory. Born and bred in Chicago, Wade and his brothers were taught by their father to appreciate the last impact a scent can make on people’s memories. “I’m an everyday fragrance wearer; It’s: wash my face, brush my teeth, put fragrance on. I want other people to have a memory of me through scent” said Wade as he emphasized on the importance of smell. This practice was passed down from his dad and has stuck with the 3-time NBA champion.

When Estee Lauder announced Wade as the face for “Intuition by Aramis“, this was not a brand ambassador deal anymore. It became a very personal one. This was something very special because it was one of those full-circle moments for Dwyane Wade. And he would not do it without his own flair. Dwyane Wade’s playfulness and purposeful charm were extended to his nails, done by nail artist Thuy Nguyen. “Dwyane always shows up with an open mind and creative spirit,” Nguyen said. “He loves when we do something playful with purpose.”

Dwyane Wade‘s timing has been perfect as the announcement came just hours before the Met Gala, the pinnacle of luxury and fashion. And Wade is soaking it all in. The campaign will go live in the summer, and Dwyane Wade will be the face of it. After 43 years of waiting, this isn’t just any milestone—it’s Dwyane finally living his dream, fueled by his father’s passion, pride, and legacy. He represents not just Aramis but every child who saw their parent working on something simple with purpose and thought, “One day, I’ll be doing that.”

Dwyane Wade’s Reaction to the Announcement

For Wade, this partnership is more than surface-level fashion. “Aramis is a brand that aligns with my values,” he shared. “Intuition reflects modern masculinity and confidence.” With that, Wade is blending personal history and modern identity on his own terms. Wade’s boldness combined with the brand’s luxury has made a special formula for this ever-growing market.

He’s not just wearing a scent. He’s telling a story. “Fragrance is all about how you present yourself to the world,” Wade explained. “Your scent is part of your vibe, and my new fragrance truly levels up your scent game” said Dwyane reflecting on the importance of smell to him and his upbringing.

Justin Boxford, Global Brand President at Estée Lauder & Aramis, couldn’t agree more. “Dwyane is a visionary and changemaker who is the epitome of modern masculinity,” he said. “Through this collaboration, we’re honoring Aramis’s heritage while connecting with a new generation.” And with each spritz of Intuition, Wade isn’t just wearing a dream, he’s living it. Forty-three years later, the boy who watched his father get ready in the morning has finally stepped into his own fragrance story.