Harden Sniffs a Deal

Innovative smart home fragrance brand, Pura, announced today that NBA All-Star and 2018 MVP, Houston Rockets shooting guard, James Harden has joined the company as an investor and will also serve as Creative Director.

“I first invested in Pura because I loved the product and the team behind the brand,” said Harden, “Now that I’ve been more involved working closely with everyone, I see they are creating a completely new market in the home fragrance industry. They have something special here which is exciting to be a part of and contribute.”

Pura is a transformative smart home diffuser, which gives users the freedom of controlling scent intensity, swapping between 2 fragrances of choice, and setting custom scent schedules from any smart device. In his role, Harden will serve as an advisor to the executive and creative teams and help grow brand awareness.

Lorenzo McCloud, Harden’s business manager said, “When James and I found Pura we knew right away this would be big and could see that James could make a big impact here.”

With Pura, the NBA star adds another high-profile investment to his already impressive portfolio, which includes the sports drink BodyArmor, a body- and skin-care brand tailored specifically for athletes (Art of Sport), and the sock company Stance, among others.

“We are thrilled to partner with James Harden and have him join our growing team,” said Pura Co-Founder Richie Stapler. “Working together to express who he is through the power of fragrance has definitely been such a great experience for us.”

The aromatherapy diffuser market is projected to be worth $3.22 billion by 2027, according to Grand View Research. The smart home appliances market could reach $92.72 billion.

https://respect-mag.com/2020/12/james-harden-joins-pura-as-creative-director-and-investor/