Boss, the Hugo Boss line aimed at 25-40 year-olds, announces two new sports collaborations for back-to-school 2023: the launch of an equestrian collection called Boss Equestrian, and a partnership with the National Football League.
Boss is back to sport.
The German brand has just announced, in quick succession, two initiatives that should give it even greater visibility in the world of sport.
After announcing, at the end of August, the signature of a collaboration with the National Football League, the American soccer league, it has just launched Boss Equestrian, a line of high-end clothing dedicated to horse riding.
Born at the beginning of 2022 from the segmentation of Hugo Boss into two labels – Hugo and Boss, Boss, which targets the 25-40 age group, has from the outset relied on the world of sport to reinforce its reputation.
After Formula 1, tennis, winter sports and finally cycling – last July – it is now taking up a position in two new sports, American soccer and horse-riding.
Top-of-the-range positioning
“We are expanding the brand’s product range in emblematic lifestyle areas that correspond to its high-end positioning,” emphasizes Hugo Boss CEO Daniel Grieder.
Designed, produced and distributed by its partner, Swiss company Bold Equestrian, the first season (Autumn/Winter 2023-24) of Boss Equestrian will be available from September 15 worldwide at selected premium partners and online atBoss.com.
“This new license… strengthens our sports offering while increasing the brand’s visibility and relevance to women and men equestrian fans. With Bold Equestrian, we have found the right partner, with an experienced team, to enter the equestrian sector and unleash Boss’ potential in this exciting segment,” comments Daniel Grieder.
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Mixing lifestyle pieces with more equestrian-oriented clothing – for both men and women – Boss Equestrian focuses on “functionality, fit and quality”. Riders’ best friends are not forgotten, with a range of accessories for horses.
The quality of the products will be guaranteed by Bold Equestrian’s many years of experience in the “development of high-quality equestrian clothing”, carried out in Stuttgart (Germany), Boss stresses.
Fetish colors
Boss’ DNA will be transmitted, for its first Autumn-Winter 2023-24 collection, by the use of its three fetish colors, black, white and camel, before a broadening of the chromatic palette for the Spring-Summer 2024 season, launched next March.
A marketing campaign, featuring ambassadors – Olympic athletes and influential personalities from the equestrian world – will support the launch of Boss Equestrian.
Boss X NFL
Another target for Boss is American soccer, whose audience is more limited in geographical terms.
In the run-up to the opening of the season at the end of the summer, Boss x NFL, Boss’ collaboration with the National Football League, was presented in Manhattan, in the presence of one of its ambassadors, Darren Waller, the new winger of the New York Giants.
The first pieces in the collection – tee shirts, sweatshirts, sports vests, shorts and other jogging suits – were presented, before the arrival of other, warmer pieces in the heart of autumn-winter 2023-24. The collaboration will culminate in the presentation of a unique capsule collection to coincide with the Superbowl, the grand finale of the American soccer championship, gathering 115.1 million viewers (2023), on February 11.
The current campaign, conceived by agency Laird and Partners, with photography by Mikael Jansson, features players from American soccer’s flagship teams (Kansas City Chiefs, Dallas Cowboys, Buffalo Bills). In addition to the campaign players, Boss will be relying on some 15 player ambassadors, including Darren Waller, to spread the word…
Superbowl climax
While the New York launch targeted the press and influencers, specialized events targeting American soccer fans will be held throughout the season, culminating in the Superbowl.
Player ambassadors will appear at events in Boss stores and wholesale partners, in ephemeral boutiques set up in or around soccer stadiums. Points of contact on social networks and, finally, a digital partnership with Roblox as part of the NFL Tycoon game, will give visibility to the collab.
Horseback riding, American soccer: Boss is definitely sparing no effort to win over chic sportswear fans this fall 2023!
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Read also > HUGO BOSS RAISES PROSPECTS FOR 2023
Featured photo: © Hugo Boss
