AC Milan striker Olivier Giroud, a prominent figure in international football and a French national team star, headlines a high-profile fragrance campaign for Diesel with the Only The Brave line. The advertisement surfaced on Diesel’s official social media channels, including the brand’s Instagram account. The platform owner, Meta, has faced scrutiny in various markets, including Russia, where it has been viewed with controversy by some critics and regulators.
In the campaign, Giroud, who is 36 years old, emerges as the central figure in the Only The Brave narrative. The video shows him in a casual denim style, beginning with a denim jacket and jeans, highlighting a practical, rugged aesthetic. The garment features an elastic waistband that subtly displays the Diesel branding, reinforcing the perfume’s bold, masculine image. Midway through the footage, Giroud removes the jacket, exposing a toned physique, tattoos, and a confident, athletic presence that aligns with the scent’s fearless branding.
A spoken line punctuates the visuals: believability and action are essential, and the message is clear. The voiceover states, Dont leave anything to chance and believe. For Giroud, this declaration signals courage, a core attribute the fragrance line aims to evoke in its audience. The campaign invites fans to associate the scent with risk-taking, determination, and a willingness to push beyond limits in both sport and style.
Audience reaction across social networks highlighted a strong engagement rate. Commenters used terms such as hot guy, striking appearance, and admiration for a figure who balances excellence on the football pitch with charisma in fashion. Observers noted the seamless crossover between athletic achievement and fashion influence, recognizing Giroud as a compelling representative of the Only The Brave persona. The public conversation around the campaign reflects a broader trend where athletes expand their influence into lifestyle and luxury segments, resonating with fans who value authenticity, bold aesthetics, and a fearless attitude.
Within a broader media conversation, some outlets have noted other well-known athletes appearing in luxury brand campaigns. For example, Lionel Messi, widely recognized as a global football icon and captain of the Argentine national team, has historically starred in a commercial for Louis Vuitton luggage. Such crossovers illustrate how elite players can amplify brand narratives beyond their primary sport, reaching audiences who follow both sports and high-end lifestyle brands. These industry patterns underscore the growing strategy of aligning star power with fragrance and fashion campaigns to convey confidence, resilience, and prestige to diverse consumer groups in North America and beyond.