By Barry Janoff
August 20, 2014: Cam Newton might not smell too good after a football game, but the quarterback for the Carolina Panthers is smelling good off the field and with his endorsement portfolio.
Newton, entering his fourth season in the NFL, has signed a deal to become the face for Drakkar Essence from L'Oreal USA. Newton will appear in multi-media marketing, make personal appearances and be involved in other activations.
Concurrently, Hugo Boss Parfums, which is the official fragrance of the NFL, has brought its "Success Beyond the Game" campaign to the league, a multi-platform effort that will be headed by linebacker Clay Matthews of the Green Bay Packers, Denver Broncos' defensive end DeMarcus Ware and New York Giants' wide receiver Victor Cruz.
Financial terms of the deals with L'Oreal and Hugo Boss were not released.
The Hugo Boss effort is the next leg of a "Success Beyond the Game" campaign that ran during the FIFA World Cup and featured ten players from around the world.
The theme: "Bringing together men who have achieved success beyond their discipline and emphasizing the aspects of success across all facets of a man's life."
Hugo Boss' campaign will include print, Internet and social media, with the three players each representing a different fragrance: Matthews for Boss Bottled, Ware for Boss Bottled Night and Cruz for Hugo Man.
Newton's Drakkar campaign, "Show Your Power," is being anchored by TV, print, Internet and social media, including Twitter, Facebook and Instagram The social media aspect is encouraging visitors to mimic Newton's on-field Superman pose with poses of their own. L'Oreal USA's International Designer Collections Division said that for each post using hashtag #showyourpower, it would donate a dollar to the Cam Newton Foundation, a non-profit organization that provides resources to underprivileged youth. (Details here.)
"The ambition for Drakkar Essence was to open another segment of the market, the millennial generation," Alexandre Choueiri, president for International Designer Collections, L'Oreal USA, said in a statement. "To embody Drakkar Essence, we were looking for a strong, young American athlete who not only excels in the sport he does, but who can also deliver more on an emotional level. Cam Newton's wit, charm, self-confidence, charitable action and sense of purpose are the attributes that make him so appealing to his fans, personifying the next evolution of the Drakkar brand."
According to Newton, "It's a huge honor to represent Drakkar Essence and be able to show the world my personality and style. The Drakkar Essence man is bold, strong, fashionable and confident. He is powerful and embraces the moment. When he walks into the room, he doesn't have to say a word — you don't know who he is or what he does — but you know he's important."
Regarding the Hugo Boss effort, Matthews said in a statement, "When it comes to success, first and foremost, I know that people are going to define me through the sport I play. Obviously, as a team that means winning championships. On an individual level, it means making my plays, being a leader on the field and being an impact player. In life, success could apply to so many facets, but to me, success means always trying to be the best at whatever it is that I do."
According to Ware, "My definition of success is to be happy in what you like to do best. It's not a monetary value; it's an internal value in itself. If you're happy from the inside-out, that's what is important. Success comes as a day to day value or reaching a goal that you have, and you've got to prepare yourself for what's to come when success is there."
"My definition of success is winning at whatever you put your mind to- reaching your goals, and aspirations," said Cruz. "It's feeling like you can do whatever you attempt. Success is personal, and can be defined as whatever you want it to be, whether it be winning a football game or becoming employee of the month. As long as you're winning and reaching your goals, that's being successful."