Rapper and actor Common has teamed up with Diesel for “Only the Brave,” a new men’s fragrance, and with Microsoft for a line of PC-inspired tee shirts called Softwear.
“Common perfectly represents the spirit and energy of ‘Only The Brave’ fragrance: passion, will and conviction,” Diesel president Renzo Rosso said in a statement. “He’s in control of his own destiny and has made his mark in all of his pursuits, creating changes through every effort and every medium.”
“I wanted to partner with Diesel because that’s really what I’m about too – to be an individual and an artist, it takes both bravery and courage,” Common said.
Common will be featured in the print and television ad campaign, shot by photographer Platon. He will also perform at selected Diesel stores worldwide, including the Los Angeles location on May 20th.
Common has also partnered with Microsoft to launch Softwear, a tee line inspired by PCs and revolving around when the machines started to become popular. Four designs of the Softwear tee-shirts, designed by Common, were made available in retail stores just a few weeks ago. More will be available in coming weeks.