Armani beauty announced professional basketball star Josh Hart as Giorgio Armani U.S. Fragrance Ambassador for I Will, the brand’s newest men’s fragrance.
Known for his relentless drive, versatility and team-first mentality, Hart embodies a contemporary vision of masculinity: confident yet grounded, strong yet self-aware and unapologetically individual. His journey is defined by determination, resilience and an unwavering commitment to personal growth – reflecting the spirit of I Will Eau de Parfum, a scent inspired by inner strength and personal resolve.
“‘I Will’ is more than a phrase; it’s a commitment you make to yourself,” said Josh Hart. “Throughout my career I’ve learned that true success comes from showing up, putting in the work and continuing to push forward, no matter the challenge. I’ve always admired Giorgio Armani for its timeless elegance, confidence and authenticity, and I’m honored to represent a fragrance with a message that resonates so deeply with how I approach both basketball and life.”
