A new fragrance bearing the name of a retired basketball phenomenon Michael Jordan has been released recently by Five Star Fragrance Co. The 23 by Michael Jordan means the ex-number of the basketball player and is the 3rd scent released under his name.

 Five Star Fragrance Co. based in New York bought the rights of the nine-year-old Jordan brand from Bijan Fragrances Inc. in 2002, ignoring Michael’s retirement from the National Basketball Association following the 2002-2003 season, saying the sales of perfumes named after the star have even risen 25 percent since their purchase.

“With the two new properties,” said Ray Piergiorgi, chief operating officer of Five Star, pointing to 23 by Michael Jordan and Michael Jordan Grooming, “we’d like to increase [sales] 25 percent [this] year.”

“We know the market for products that bear Michael Jordan’s name, He is still one of the most widely known athletes worldwide. We’re taking advantage of that.”

The cologne has a narrow target audience of active men 18 to 33 years old and Michael Jordan Grooming includes conditioning and thickening shampoos; a pomade; Fiber Cream; Extreme Styling Gel; Easy Glide Shave Oil; After Shave Skin Toner, and Aloe Shave Gel.