Dolce & Gabbana The One Sport, Domenico Dolce and Stefano Gabbana

Domenico Dolce and Stefano Gabbana will expand their The One franchise with the introduction of a new men's perfume dedicated to the practice of sports. It is their first sports cologne. It is no coincidence that 2012 is the year of the XXXth Olympiads, with the summer Olympics Games to be held in London, one the fashion capitals of the world. The jus, called Dolce & Gabbana The One Sport, is meant to capture the feel-good sensation one experiences at the end of a physical effort, hence for Gabbana, the transparency of the bottle. He said,

“When I end my sports [training], I feel happy and clean, tired but serene, and we want to convey this sense of transparency with the bottle.”....

The freshness of the composition reflects their predilection for a Mediterranean theme running throughout their fragrances.

"The designers had a fresh scent in mind “that could be associated with sports but also with a feeling of cleanliness, an energetic and fresh mood — almost Mediterranean,” said Gabbana."

The One Sport is the result of a collaboration between the designers, the Procter and Gamble fragrance creation team and Givaudan. The Eau de Toilette is described as an aromatic patchouli with notes of water, cardamom, musk, rosemary and a woody Sequoia Forest accord.

Model Adam Senn fronts the advertising campaign by Mariano Vivanco which, reportedly, will be the most ambitious campaign ever tackled by Dolce & Gabbana. The One for Men has been so far represented by actor Matthew McConaughy.

According the WWD, the sports perfume sector is the most dynamically expanding one in the men's fragrance category amounting to 37% of sales last year.

Prices: the 1-oz. eau de toilette spray will be $45; the 1.6-oz. version, $57, and the 3.3-oz. iteration, $73.