Kenneth Cole Taps Joe Jonas to Launch Inspire 

Kenneth Cole introduces Inspire, a new men’s fragrance pillar developed with Parlux.

This new fragrance is fronted by multi-platinum singer, songwriter, and actor Joe Jonas as Global Brand Ambassador.

Created by Christine Hassan, Perfumer at Givaudan, Inspire is a modern woody aromatic scent balancing bright citrus and aromatic spice with warm woods and amber.

The fragrance is housed in a bold, angular bottle with clean architectural lines and a textured cap. 

The carton features embossed silver detailing, while an outer sleeve showcases Joe Jonas’ campaign imagery.

Jonas created an original song for the campaign. The accompanying film plays with traditional fragrance advertising conventions through cinematic visuals, an over-the-top performance, and Joe’s signature sense of humor.

Lori Singer, President of Parlux, commented:

“Joe Jonas was the perfect choice for INSPIRE, not only for his undeniable star power, but because he wanted to be a true creative partner from day one. We saw an opportunity to go beyond a traditional fragrance campaign and create something that would genuinely capture attention, spark conversation, and invite people into the world of INSPIRE. At its core, INSPIRE is about confidence, individuality, and not taking yourself too seriously, and Joe embodies that spirit naturally.”

The campaign brings Inspire to the streets of New York City. In an interactive experience, Inspire will take over the city with branded pedicabs, a One Times Square takeover, and a launch event. 

At the launch event, Jonas will star in a special in-store appearance where he will meet fans—all designed to build a powerful halo around Inspire, driving conversation, discovery, and momentum at launch and beyond.