Formula 1 driver Lando Norris is taking the driver’s seat in Ralph Lauren Fragrances‘s new Polo Red campaign.

The brand says its bestselling fragrance has long embodied speed and adrenaline and the global advertising campaign “leans into the thrill of racing.” Inspired by Norris’ “electric style and passion for speed,” the campaign aims to be as bold as the Polo Red scent. Circuito de Navarra, one of Spain’s leading motor racing facilities, created an apropos setting and backdrop to represent the “thrill of the open road” the brand.

“It’s been an honor to partner with Ralph Lauren Fragrances on a campaign that reflects how I feel when I race,” said Norris. “Polo Red feels like the moment just before a race, when my helmet goes on, the adrenaline kicks in, and it’s time to go.”

A Fiery Blend that Makes a Distinctive Statement

Ralph Lauren introduced the Polo Sport fragrance in 1993. Most recently, the launch of Polo Est. 67 Eau De Toilette bookmarked a new chapter in the intersection of fragrance and sport for the brand. Today, the modernized Pole Red campaign further cements Polo’s identity within the world of sports with a world-class athlete at the helm. According to the brand, Norris’ focus and fearless ambition are the embodiment of the Polo spirit.

Polo Red Eau de Toilette is what marketers call a “fiery blend that makes a distinctive statement.” This blend of notes crafted by master perfumer Olivier Gillotin includes top notes of red grapefruit, cedrat and lemon oils and cranberry accord; middle notes of red saffron accord, lavandin and clary sage oil; and base notes of redwood, ambery woods and coffee berry accords.

Inspired by Ralph Lauren’s own car collection, the Polo Red bottle features a racing red color, matte black accents and sleek curves.

Polo Red eau de toilette is available on RalphLauren.com and select stores retailing for $76 for 125 ml, $61 for 75 ml and $44 for 45 ml.

Watch the promotional video here: