Every race starts with a single step. Whether you are training for a place in the Olympic games 100 metres final, or if you’re just taking to the track to get in shape after the holidays, you put on your gear, you go out and you do it. You don’t question or doubt yourself, you just put one foot in front of the other, who knows where your journey will take you.
In a world gone mad, in an evermore complicated layering of modern complexities, it s through the simple challenges of sport that we maintain our equilibrium, hold close to our hearts the truest values of life, of aspiration, courage, determination and grace, and it is the beauty of sport that we hold fast to the ancients and their values which we often ignore so readily today.
The inspiration for the new fragrance Dolce&Gabbana The One Sport is these very values that you find inherent in sporting endeavour. The Ancient Greeks and the Romans understood the value of sport both for the individual and for society as a whole. From the very first Olympians to the gladiators of the Colosseum the best and most athletic became the most adored, the most loved of icons, their status elevated to that of demigod.
Our sporting heroes are held above all others in our hearts and affections and that is as true today as has always been. For when we see someone strive with all their being to surpass their limitations and achieve against the odds we hold them in incomparable admiration, we identify in them our own daily struggle, small and big, against he obstacles life sets before us we can see, we have living proof the impossible is possible, if we only put one foot in front of the other.
Dolce&Gabbana have had a long a rich association with all types of sports, but particularly with football, boxing, swimming and rugby union. They sponsor their beloved AC Milan and Chelsea FC, the Milano Thunder Boxing team and have sponsored the Italian national rugby and swimming teams, they were also sponsors of the Italian National Football Team when they won the World Cup in Germany in 2006. So for Dolce&Gabbana, the creation of the fragrance The One Sport, was a natural extension of their passion for sport.
Sport is always at the centre of Italian life, whether it is the red-blooded passion of support for local football teams, or the weekly gathering of men to play together as a way of keeping fit or the routine excursions to the gym, from ancient times Italians have always worked hard to keep their body in shape and their spirit joyful. The old Italian saying ‘mens sana in corpore sano’, which means ‘a healthy body means a healthy mind’ is an axiom for all times. Health and happiness go hand in hand and sport is the healthiest of pursuits, there is nothing sinister or negative about it. Sport teaches you how to win, but more importantly, it teaches you how to lose.
The lessons we learn on the training ground as children are the lessons we take into battle in our adult lives. For this is the reason DolceGabbana’s The One Sport campaign centres on the crumbling ruins of a Sicilian theatre, the model is Adam Senn who flexes his toned muscles in a series of Greek style sporting exercises which bring to mind the ancient Greek sculptures such as the Discobolus of Myron.
The One Sport campaign is a modern reimagining of the Greek sporting concept. One that blends the barriers between sport and art, the body and the spirit, the physical and the philosophical. The sculpture is not white marble, but the living, breathing body of an Adonis-like athlete juxtaposed against the decaying history of ancient civilisation the effect is one of celebration, of art, of the body, of life.
How better to package the fragrance than in a clear glass geometrically shaped bottle? The transparency and simplicity of the bottle reflect the genuine and true nature of sport along with a very masculine practicality. On the field there are no untruths, everything is measurable, counable what you see, as they say is what you get. Sport is what it is. The One Sport is what it is…
The fragrance itself is a fresh, clean fragrance with light and energetic top notes accompanied by an unmistakable Mediterranean aroma of rosemary, the freshness of water and saltiness of the sea. The middle notes feature sequoia wood enhanced with the energy of cardamom. Patchouli and musk naturally compliment the fragrance’s base notes. The overall effect is evocative of life on the Greek islands in ancient times and The One Sport transports us to an era when the greatest civilisation thrived upon the shores of the Mediterranean and young men competed for the attention of their gods through sacrifice in training, offering up their pain to their deities.
It is entirely appropriate that The One Sport will realised in this, the year of the XXX Olympiad or the 2012 Summer Olympic Games in London. The greatest sorting spectacle that has ever existed will be on show for the whole world starting July this year. It is fitting too, that the Games which will capture the imagination of billions aspire to the same values as that of the first Olympians in 776 BC. The first steps taken by the first athletes in Olympia nearly three millennia ago have taken us to this point, the race continues and Dolce&Gabbana have taken up the baton with The One Sport.
by Hugo Mc Cafferty