There he is, Chris Paul in all his glory -- hurdling down the court, dripping in sweat, immersed in the essence of his game.

Don't you just want to bottle it and sell it as a fragrance?

Several athletes and teams are doing just that, capturing the aura that tickles their nose and selling it to fans. The recent trend includes David Beckham, Annika Sorenstam and the New York Yankees.

Avon is the latest to bank on an athlete’s scent, inking Paul to be the face of its “Untouchable” men’s fragrance. The fragrance retails at $25 and is available through the company’s reps and Avon.com.

But this all raises a question: Do consumers buy a scent because of the smell or because of the power of an athlete or team’s brand?

Baker Street Advertising senior vice president and creative director Bob Dorfman finds the trend of athletes or teams backing a fragrance “fascinating.”