February 4, 2026 – Malbec Black Legend, the new fragrance from Malbec, a legend of men’s perfumery, brought together two of the greatest legends of world football, Kaká and Fabio Cannavaro, in a meeting full of symbolism, held at Maracanã Stadium in Rio de Janeiro.
Just like the former players, the stadium was chosen as the setting for being a central symbol of Brazilian football identity — a stage for encounters between so many legends and a place that carries a legacy that transcends time. These elements materialize the narrative envisioned for the brand’s advertising campaign concept: “one legend always recognizes another.”
In the image, each element reinforces the idea that legends are built through time and legacy. The tactical board translates attack and defense as complementary forms of genius, while the handcrafted boot and the classic ball refer to the origin of the gesture and football in its most essential state. The captain’s armband, medals and whistle symbolize leadership, authority and earned respect. The trophy appears off-center, reinforcing that titles are part of the journey, but do not define a legend. Books, the clock set to the peak of time, and objects connected to memory expand the narrative beyond sport.
Connecting the entire piece, Malbec Black Legend appears at the center of the composition as a link between past and present, stating that, just like in football, a legend is not born ready — it is built and endures when time legitimizes it.
About the campaign
With Creative Direction by agency w3Haus, the moment was immortalized through a photograph that brings together a cultural reading of football, connected to the Malbec Black Legend narrative and the construction of legacies that transcend time. The composition was designed down to the smallest detail, adding history and intention to the choice of each object, wardrobe, character background, positioning and setting — like an invitation to be decoded by the audience with every new look.
Under the click and photography direction of Paulo Vainer, and set design by Greta Cuneo, the photograph materializes the narrative built from the campaign, signed by agency AlmapBBDO, featuring Kaká — the brand’s new global ambassador — on scene, with voice-over by Fabio Cannavaro, former Italian football player recognized as one of his greatest rivals on the field.
To celebrate this unprecedented moment in Rio de Janeiro, O Boticário hosted an open set, featuring the recording of the iconic Podpah podcast, with Igão and Mítico interviewing legends Kaká and Cannavaro live from the stadium’s tribune. The event was also opened to brand ambassadors and partner influencers, with sports talent representation mediated by ALOB Sports
