Smell of Victory: Aroma360 Launches NBA Fragrance Collection

On Tuesday, a seemingly ordinary Wynwood street became the backdrop for a sensory experience. Aroma360's flagship store at 2058 NW Miami Ct., tucked away among warehouses and industrial grit, transformed into a celebration of scent, style, and Miami's favorite team: the Miami Heat. It was a night where luxury and basketball collided, with Aroma360 unveiling its highly anticipated NBA Collection — a set of custom fragrances dedicated to all 30 NBA teams, with Miami Heat's collection taking center stage.

Inside the store, guests were greeted by a sleek shrine of diffusers, each representing a different NBA team. The Miami Heat's fragrance, "Heat Elite," commanded attention, much like the team it honors. The scent is a mix of bold citrus and woodsy notes — fiery yet fresh.

The night wasn't just about scents, though. It marked a pivotal moment for Aroma360, whose partnership with the Miami Heat last year set the foundation for this broader NBA collaboration.

"We did a promotion with the Miami Heat about a year ago; it worked so well. We approached the NBA and said let's do it with all the 30 teams," Benny Aboud, CEO and founder of Aroma360, told New Times at the event. "Now, tonight, we're launching the fragrances for your home and your car with every NBA team, and we did a beautiful NBA collaboration, so every team has their own unique scent that we worked on with each team, focused on their history and geographical location."
Attendees included Academy Award winner Cuba Gooding Jr., Real Housewives of Miami star Larsa Pippen, and DJ Irie, making it as much a celebration of Miami's culture as it was about scent. As servers circled with spicy tuna bites and crisp shrimp, guests snapped photos with the Larry O'Brien NBA Championship trophy. A violinist added a melodic layer, harmonizing over everything from Dennis Edwards' soulful oldies to the raw energy of Sexy Redd.

"The collection really inspires foods and flowers of Miami, and we kind of compiled it to a very healthy scent," Aboud added. "One thing about our fragrances you should know is they are all essential oils, which is the highest grade of essential oils. It goes through what's called cold-air diffusion. So not only do you get the health benefits, but you also get the smell benefits."

And then, because this is Miami, a lemur made an appearance. Yes, a lemur.
As the night continued, Larsa Pippen eventually arrived, fashionably late. The Real Housewives of Miami star shared with New Times how she's a good friend of Aboud and supported him on his journey.

"I have had the hotel collection scent in my home forever. I love it so much. I love the company. I love the brand," Pippen said. "I love every scent in this place. I walk in here, and I'm like, 'I want to sleep. I want to go to sleep.'"

Echoing Pippen's passion for the brand, Aboud noted, "Once you get home, every single day, it's an obsession. You have to have it. People are so obsessed with the oils and the experience of feeling like you're in a hotel or spa."
The NBA fragrance collection as a whole is said to capture the essence of each team and its home city, offering a unique scent that fans can bring into their homes, cars, or businesses. The collection is a result of the successful partnership between Aroma360 and the Miami Heat that began last year. Aroma360 became the official scenting partner of the Miami Heat, infusing the VIP areas of the Kaseya Center with this custom fragrance.

Aboud hinted at more expansions to come. "At this particular moment, we design for the home and the car," he added. "Eventually, we'll come out with a body and fragrance line. We will see how this does, and the expansion will be body and perfume."

Founded in Miami in 2013, Aroma360's journey hasn't been all smooth sailing, though. Buyers accused the company of deceptive sales practices, alleging they were misled into expensive subscriptions and financing agreements without transparent disclosure. Additionally, a high-profile lawsuit involving a severely burned customer has raised concerns over the safety of Aroma360's candle products, accusing the company of negligence and product defects.