Derek Jeter, the legendary shortstop and team captain of the New York Yankees, has helped Avon develop a new men's fragrance, Driven, that will launch in C-26.

"Having the opportunity to create a fragrance that carries such an inspirational message is something very special to me," says Jeter. "Avon really listened to my feedback and the result is something with a lot of meaning behind it. I am extremely proud of this fragrance."

Jeter will also appear in advertising for Driven, the first product in a line of men's grooming products.

The fragrance's name, image, and tagline (Life Without Limits™) are inspired by the drive and vision that have made Jeter one of the most popular ballplayers of all time.

Jeter's 10 successful years as a Yankee include four World Series victories and six American League pennants. He has a .315 lifetime batting average, has been named to 7 All-Star teams, and won the Most Valuable Player Award in the 2000 World Series.

Jeter assisted in the development of Driven men's fragrance from the concept stage through the package design.

"Avon offered me a true partnership opportunity," says Jeter. "They gave me the chance to really bring something to the table, and to play an integral part in creating a product that represents who I am... [Avon is] a company with a lot of heart and soul and that is very important to me."