Xyrena Launches First Ever Branded Fragrance from an Openly Gay Athlete

LOS ANGELES, Sept. 10, 2015 /PRNewswire/ -- Xyrena, the first celebrity-branded on-demand perfumery, announced today that it is collaborating with Dalton Maldonado to be the face of the first signature fragrance from an openly gay athlete. A portion of the revenue from the sale of the fragrance, Formula 3, will go to benefit You Can Play, the organization for LGBT athletes.

Photo - http://photos.prnewswire.com/prnh/20150909/265208
Photo - http://photos.prnewswire.com/prnh/20150909/265209

"We're thrilled to be working with Dalton on this fragrance launch," said Killian Wells, CEO of Xyrena. "He's a brave young man. We want to reward his courage and sportsmanship by helping him share his story through an innovative product release."

The Subject of Harassment
Maldonado, now 19, was arguably the most well known player on his basketball team last year in the state of Kentucky. As described by OutSports, the young starting point guard was subjected to harassment by members of an opposing team while playing in a rural area. Maldonado, who was bullied with comments like, "I hear you're a faggot," refused to take the slur, precipitating a confrontation in which he was backed up by his teammates. Nonetheless, his photo was omitted from his high school yearbook. He has received worldwide support from the public and media including celebrities and fellow athletes. 

An Athletic Fragrance
Xyrena created Formula 3, naming it after Maldonado's jersey number and coloring it "basketball orange". Formula 3, a luxury Unisex Extrait de Parfum, described by Xyrena as a "fresh athletic scent," has top notes of grapefruit, star anise, and bergamot; middle notes of grass and ozone, and base notes of cotton flower and musk. Xyrena's initial plan was to use Dalton's omitted yearbook photo for the bottle's label. However, the yearbook photographer refused to allow use of the image on the bottle and offered no explanation as to why. Instead, the bottle features a metallic gold trading card inspired design with a photo by Mandy Stumbo Photography.

"At certain moments in our lives, we are compelled to be messengers of change," said Maldonado. "I'm grateful to be able to work on this fragrance opportunity with Xyrena because of its potential to support and inspire fellow athletes in the LGBT community."

Dedicated to Ensuring Equality, Respect and Safety for all Athletes
Xyrena will donate 15% of gross receipts from the sale of Formula 3 to You Can Play, an organization that works to guarantee that athletes are given a fair opportunity to compete, judged by other athletes and fans alike, only by what they contribute to the sport or their team's success. Openly gay football star Wade Davis serves as the executive director of the organization. "We see this as a partnership for success," said Davis. "As I know from my own experience, LBGT athletes don't always have an easy time, and there's no excuse for that lack of respect to continue in this day and age. It's inspiring that companies like Xyrena are willing to step up and support the work we do." 

"The release of this historic fragrance goes to show that discrimination never pays, but having the courage to be yourself certainly does," Wells added. "While nothing can make up for what Dalton has endured, I can confidently say most teens would gladly trade their yearbook photo for a fragrance deal and chance to better the world as an inspirational advocate."

Formula 3 is available for pre-order at Xyrena.com/Formula3

Media Contact:
Killian Wells
(844) 4-XYRENA
Email

SOURCE Xyrena