Following its new growth strategy of boosting brands and targeting younger 
customer groups, HUGO BOSS celebrated the launch of its second BOSS X Russell 
Athletic capsule collection with an action-packed phygital experience. The 
physical collection presentation in a baseball stadium in Milan only set the 
stage for the extensive activation on social media. The event was designed to 
be a "postable" moment at every twist and turn. With a global streaming across 
the BOSS channels, all customers were given a digital front row seat.  

Photo - 
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Logo - https://mma.prnewswire.com/media/1655568/Hugo_Boss_Logo.jpg 

The cast and the audience were strategically selected based on their Instagram 
or TikTok profile and status: Among models like Gigi Hadid, Irina Shayk, Joan 
Smalls, Cindy Bruna, Alton Mason and Adut Akech the athletes Alica Schmidt, 
Trenten Merrill and Race Imboden, plus K-pop star Big Matthew and TikToker 
Khaby Lame (@khaby.lame), celebrated their runway debuts. Khaby Lame, who made 
an exclusive appearance to close the show, is one of the most successful TikTok 
creators with 113 million followers and BOSS is the first fashion brand ever to 
be posted on his channel. Social media stars like Chiara Ferragni, Fedez, Fai 
Khadra, Avan Jogia, and Benji Krol in addition shared their experiences of the 
day. 

The phenomenal digital buzz created around the world exceeded everything the 
brand has ever seen before. This made the event, which took place last 
Thursday, the largest social-first event in the HUGO BOSS history.  

"This event is our benchmark for what we will deliver as an experience to 
customers around the world as of today. It underlines the great potential and 
global brand strength of BOSS and pays into our target to turn customers into 
fans. I am more than excited to further enter this journey together with the 
team", says Daniel Grieder, CEO of HUGO BOSS AG. 

The Social Media success of the event is visible across all areas, channels and 
KPIs:

    - A total of 3.9 billion impressions achieved in 4 days   
    - Over 25 million engagements achieved across all social media channels 
      within the first 4 days    
    - Within the first few days, 2.2 billion views on Tiktok #BOSSMOVES 
      challenge where thousands of TikTokers created content to enter to win 
      one of five exclusive NFT bomber jackets  
    - Within one week, the hashtag challenge has achieved 3 billions views  
    - 1.3 million challenge-related videos were created from the TikTok 
      audience   
    - #BOSSMoves trending on TikTok  
    - Social engagement increased by nearly 1600% on BOSS Instagram account 

The accompanying TikTok campaign features a hashtag challenge under #BossMoves 
where fans can win five unique Boss x Russell Athletic NFT collegiate jackets 
as well as a redeemable twin of each design and a wearable filter. This 
campaign between BOSS and TikTok is the first of its kind in this form. With 
the NFTs BOSS is taking up the concept of the 'metaverse' and using it 
specifically to connect with new target groups.   

The dedicated Instagram campaign included special reel productions and engaging 
content for the channel's community. Nine individual reels, IGTVs, numerous 
feeds and story posts were created in real time, which generated a high level 
of engagement and attention before, during and after the event. In total, 14 
Creators involved presented their outfits in a unique and entertaining way via 
Instagram reels - including Khaby Lame, Alica Schmidt, The Elevator Boys, 
Futuristix and Olivia LVS and Eva Apio. All BOSS x Russell Athletic styles and 
products presented were also integrated into the respective reels via the 
shopping function, as well as other postings, to enable the audience to make 
purchases seamlessly at the point of discovery. 

Besides the BOSS brand`s strong position on social media before the event 
already, the dedicated TikTok and Instagram campaigns are an important element 
in further boosting the brand and reaching out to new and younger customers.  

"In August, we presented our new strategy together with our vision, to become 
the leading premium tech-driven fashion platform worldwide. Only six weeks 
later, we are proving that we are more than ready to take this place in the 
fashion industry in the future", adds Daniel Grieder. 

Last month the HUGO BOSS Management Board presented the new CLAIM 5 strategy to 
investors and the public, underlining the company's huge potential to 
strengthen its business across all regions and channels worldwide. Though known 
as a suit brand, HUGO BOSS sees enormous potential to also claim new ground in 
the important casualwear segment for men and women, offering 24/7 lifestyle 
outfits to dress customers throughout the day for every occasion. In this 
regard, the BOSS x Russell Athletic collaboration presented in Milan is another 
big milestone for the company and in targeting younger audiences, like GenZ and 
the millennials.  

Media Contact: Dana Deutsch, dana.deutsch@purplepr.com,  +1-646-531-6043

SOURCE: Hugo Boss