Champion 400m hurdler Jehue Gordon achieved another milestone on Saturday with the launch of a cologne appropriately titled Ambition by Jehue.

Germany company Symrise designed the fragrance which was unveiled at the residence of cricketer Brian Lara on Chancellor Hill.

The signature move by the visibly nervous athlete, when unveiling the fantastic scent, represented a paradigm shift in the way the business of sport locally and regionally was viewed, causing a possible rethink of how success was measured.

Before Gordon could unveil the fragrance, however, he had to admit an earlier failing that ultimately guided him back to this crucial and practical move.  

“The idea to develop my personal brand did not occur over night. Mr Edward Skinner, my local manager tossed the idea at me approximately one year ago, and I quickly rejected it. I didn’t think it would have been possible for me to embark on such a course at such an early point in my career. Mr Skinner on the other hand, had a totally different view and was very persistent. He consistently reminded me that I needed to be the ‘trailblazer’ and to set the tone and standard in the sports world thereby leaving behind a legacy. Having an enthusiastic personality and given that I value and believe in creativity and innovation, Mr. Skinner was able to finally convince me and I was up for the challenge. Resulting from just an idea, Ambition by Jehue was born,” he said.

Gordon said, “Many people may ask why a cologne? The answer is a very simple one. When the idea was pitched for me to develop a personal brand I was absolutely sure that I wanted my brand to be a true reflection of me; my passion, my zeal for sport and my ambition to be successful in all aspects of life. Additionally, having travelled to various countries I always made time for that one special place: Duty Free. Yes, I am very fond of signature colognes so much so that the exciting opportunity of having my very own could not be overlooked. Not only would it be convenient for me to have my own cologne, but I want when people buy this product that they understand it’s significance: that it represents the fuel in me, the sacrifices I’ve made, the obstacles I have overcome, the energy and determination that I put into each day to achieve my goals.”

The launch was attended by Brian Lewis, president of the T&T Olympic Committee, Ephraim Serrette, president of the National Association of Athletics Administrations (NAAA) Olympic gold medalists Hasely Crawford and Keshorn Walcott, and West Indies cricketers Dwayne Bravo and Kieron Pollard.

Having recently completed his degree in Sports Management, specialising in human resources and marketing and graduating with First Class honours at the University of the West Indies, St Augustine Campus, Gordon said he gained a plethora of knowledge that motivated him further to put this business idea into motion.

As an athlete, a graduate, and a young leader, Gordon developed a greater appreciation for knowing and valuing one’s self, setting goals, and planning as he aimed to build important foundations. And, when put into action, he said, dreams come true. He urged fellow sportsmen and women to work hard, persevere and more importantly be flexible.

“Do not remain subjected to just being an athlete. Never be afraid to step out of the box. The willingness to take risks is critical to achieving success and as such, it is therefore imperative that you surpass your own limits, never quit and think of different ways to win. To live the life you have always dreamed of, you must be fuelled by your ambition and work hard. Having talent means nothing if you have no ambition behind it to work assiduously,” Gordon said.