MLB superstar Derek Jeter collaborated with Avon to create a line of men’s colognes called “Driven.” Since Avon’s primary consumers are women, Derek knew it was important for the product to appeal to women as something that they would want to buy for the men in their lives. He made sure that the scent got the seal of approval from his female relatives.
“I have been very involved with creating this fragrance — everything from the blend of scents to the design of the bottle and logo,” Jeter says. “I did have some help, however. Because women buy a large percentage of the men’s grooming products sold in the U.S., I asked my mother Dot and sister Sharlee to be part of the project. I wanted to make sure the final product was something men would like to wear — and that women would want them to wear.”
The original “Driven” scent was released in November 2006. It’s success led Avon to introduce additional related scents. Three eau de toilettes sprays were released inAugust 2009 with the scents “Fresh Citrus,” “Aromatic Spices” and “Warm Cedarwood.” A new athletic-inspired fragrance “Driven Sport” hit the market in October 2009.