Tag Archives: Bosnia and Herzegovina

Fifty Shades of Spray: Three Licensing Lessons from the Perfume Range of Zlatan Ibrahimović

With the anterior cruciate ligament injury that he sustained during Manchester United’s ultimately victorious UEFA Europa League quarter-final second leg against Belgian heavyweights Anderlecht possessing possibly career-ending properties, now is as good a time as any to consider what post-playing life might begin to look like for Zlatan Ibrahimović (‘Zlatan’, ‘Ibra’). The Swedish icon of Yugoslav descent will indubitably find himself in heavy demand within the world of football; however, whether he takes the familiar paths of management and/or punditry, or forges a yet more interesting second act – perhaps as a Trump-style, Corbyn-substance populist in politics – one thing will remain a constant in Zlatan’s life: licensing.

Ibrahimović has had an interesting collection of commercial partners from relatively early on in his career, but his status is such that in recent years he has transcended the usual celebrity endorsements of shampoos and chocolate bars, instead becoming the focus of a series of Zlatan-flavoured brands, perhaps most notably the Vitamin Well series of sports drinks – a product that he has not shied away from promoting relentlessly.

However, it is Ibrahimović’s latest venture – a line of fragrances concocted in collaboration with Montblanc perfumer Olivier Pescheux – that may turn out to be his most significant foray yet into the broader world of retail, not least because it highlights (and skilfully profits from) a number of societal transformations:

  1. The Reclassification of Football. For the overwhelming majority of its history (one or two key exceptional markets notwithstanding), soccer has been perceived as a largely working-class enterprise. The pitching of Ibrahimović’s perfumes at somewhere north of €50/50ml bottle confirms that the sport has definitively escaped these shackles.
  2. Football’s Feminisation. Ibra’s range of scents is divided neatly into two: the ‘Zlatan’ fragrance for men, and the ‘Supreme’ equivalent for women. The existence of the latter is no accident: football’s transmogrification into a markedly less violent sport from the early 1990s onwards has helped endear it to a new generation of women who are proud to wear a fashion brand co-created by a soccer player.
  3. Global Acceptance. The perfumes’ publicity material directly and prominently refers to Ibrahimović as a ‘world-renowned Swedish football player of Bosnian origin’; in a world where nationalism is gaining in political currency, realities such as this show up the limits of reactionary ideologies. Deepening globalisation is enabled by powerful borderless technologies which cannot be stopped by a wave of the legislative wand; it is essential for both individuals and organisations to contemplate the implications of this fact.

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