The fragrance presented in 2008 by Sean John is named egocentrically I am King – as a statement for all men, who care about themselves, respect their own attitudes and believe in themselves, and view themselves as kings, by that. The perfume arrived on the market in December, exclusively at Macy's, and available worldwide from February 2009.

Sean John is the fashion label by American musician and hip-hop tycoon Sean Combs (aka Puffy, Puff Daddy, P. Diddy, Diddy). The company takes its name from Combs' first and middle names. Sean Combs is a multi-Grammy-award winning recording artist and record producer responsible for some of the largest-selling hip-hop recordings of the late 1990s and early 21st century. He established his own record label, Bad Boy Records, in 1993, whose most successful artist after Combs himself is the late rapper The Notorious B.I.G. In addition to his own success as a recording artist, Combs has produced records for a series of successful artists including Mary J. Blige, Mariah Carey, Usher and Aretha Franklin. Combs is also an actor who has worked in films, in television shows and on Broadway. Sean John Clothing, Inc. was founded in 1998 with a goal of producing high-quality, well-made sportswear with a fashion forward, urban sensibility. The clothing is organized into categories called Sean John, Bad Boy Sportswear, Sean John Tailored and Sean John Accesories. Products offered include suits, knitwear, bottoms, outerwear, accessories, shirts, ties, hats and denim. The label has enjoyed tremendous success, with annual sales exceeding $100 million, and multiple fashion design nominations. In 2004, the Council of Fashion Designers of American awarded Sean John the Men's Designer of the Year award. Sean John's fragrances are produced in collaboration with M.A.C., an Estee Lauder company. The first Sean John fragrance, men's Unforgivable, was launched in 2006.