Sean John Fragrances, creator of Unforgivable, the top selling men’s and women’s scent has launched a brand new website for Sean "Diddy" Combs’ newest men’s fragrance, I Am King ; www.seanjohn-iamking.com.

The sleek lines and strong imagery of the site itself is a direct representation of the power and sophistication of I Am King. Immediately upon entering, the user is immersed into the I Am King lifestyle, depicting fast-moving images of Combs jet-skiing through the waters of St. Tropez, racing from helicopter, to palatial yachts, and a grand casino with supermodels Bar Rafaeli and Ana Paula. The website captures the life of the modern day king — he is daring and mysterious, powerful, with a sexy swagger. In the first three days of its launch, the I Am King website has received over 33,200 views, with 72 video submissions, a testament to the success of the Sean John brand.

Only Sean "Diddy" Combs, could debut I Am King, a scent designed to inspire those who dream big and live large. I Am King empowers the modern man to take on the soul of a king and conquer his biggest dreams. Defined by unique masculine freshness, sparkling fruits and sensual woods, it creates a new signature scent for today’s man. I Am King empowers its wearers with confidence to live their dream and feel like a king.

The I Am King website welcomes users to the kingdom of Sean John, to Combs’ virtual playground, where the male power players of the world can live — and smell — like a king. In his latest addition to the I Am King website, Combs presents an interactive challenge to his fans. He poses the question : do you have what it takes to be a king ? On the site, Diddy posts a link, asking fans to upload their videos onto YouTube, explaining why they, themselves, are modern day kings. Diddy will select the top three submissions, and those winners will be flown to New York City to be treated like royalty, experiencing ultimate luxury. The three individuals with the winning video submissions will receive business class airfare, deluxe hotel accommodations and local transportation. In addition, each will receive a $500 shopping spree at the Sean John flagship store, dinner and an evening out at a NYC nightclub. The three winners will also tour the offices of Bad Boy Entertainment and receive one limited edition I Am King Lucite box.

Visit www.seanjohn-iamking.com to experience the I Am King lifestyle and enter a world of strength, style and unrelenting passion for life. I Am King makes the ultimate statement for today’s ambitious go-getter : Here I am, in all my glory. Feel the power. Believe in the dream.