Emirates Man

Armani Beauty has announced Saudi Arabian professional boxer Ziyad AlMaayouf as Giorgio Armani Middle East Fragrance Ambassador for I WILL Eau de Parfum, the brand’s newest men’s fragrance. The appointment marks a notable crossover between sports and luxury fragrance in the region, pairing the house’s newest scent with the rising athlete whose career has been defined by breaking new ground for Saudi boxing on the world stage.

Known in the ring as “Zizo”, AlMaayouf made history in August 2022 on the Joshua versus Oleksandr Usyk card in Jeddah as the first Saudi boxer to win a professional fight against Mexican Jose Alfredo Alatorre. He went on to become the first Saudi fighter to compete at London’s O2 Arena, beating Bulgaria’s Georgi Velichkov, and has since fought at Madison Square Garden and headlined cards in Riyadh and Jeddah. Raised in a Saudi household with eight siblings, his upbringing instilled in him the importance of family values, and he has spoken of the loneliness of training camps far from home as one of the sport’s harder adjustments.

He trains under International Boxing Hall of Fame coach Jame “Buddy” McGrit, while his career has been marked by a series of milestones achieved while representing Saudi Arabia on the international stage.

According to Armani Beauty, the ambassadorship links his story to the theme behind I WILL Eau de Parfum, which includes determination, discipline, confidence and inner strength. Speaking about the role, AlMaayouf reflected on his own journey, saying the message behind the fragrance mirrors his belief that “what you start with should never define how far you can go.”

The pairing continues Armani Beauty’s pattern of tapping notable Middle Eastern figures across sport and entertainment as regional ambassadors, following similar appointments for its beauty and fragrance lines elsewhere in the region.

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