Adrenalina is an extreme sports and adventure-themed lifestyle brand.

It was announced on July 14, 2011, that Selena Gomez had signed a license agreement with Adrenalina to develop, manufacture, and distribute the actress' fragrance. It is expected to debut in May 2012. Chairman and C.E.O. of Adrenalina, Ilia Lekach, said, "We are incredibly enthused to be working with Ms. Gomez and will reveal more details pertaining to the fragrance as we get closer to the launch date."

On April 2013, Adrenalina sued Gomez. The company is claiming that it made a deal with Selena in which they would be able to develop a number of fragrance products using her name, however Selena and her agent pulled out of the deal, losing Adrenalina a lot of money. The fragrance company is claiming it spent $2 million in market research alone for the projects Selena was set to represent.