This is hardly breaking, or even earth-shaking, news but it appears that actress/singer Selena Gomez, also known for her beau, teen heartthrob Justin Bieber, has signed a deal last month with extreme sports and lifestyle company Adrenalina Inc. to develop a new fragance.
To action sports fans Adrenalina is recognized as the brand behind the Skateboard Marathon Tour . Their retail stores strive to create an authentic extreme sports-based retail environment by offering an indoor surf machine experience. So why in the world would a skateboarding company partner with a teen singer best know for Disney-related TV fare?
The official press release reveals that the multi-faceted entertainer will be working with Adrenalina on designing, manufacturing and globally distributing a new fragrance that is expected to launch Mother’s Day 2012. Many skateboarding companies expand by selling clothing, footwear and accessories as well as hold events. Adrenalina, Inc. appears to be following suit. In addition to being behind the skateboard marathon tour, the company also has its own television program, which consists of a half hour devoted to extreme sports.
What do you think? Is adding Selena Gomez and her fragrance line a smart business move for Adrenalina? Beiber’s fragance had a record setting debut. Can Selena compete?