Printed
January 31, 2025
Giving hope to many middle-aged males, David Beckham (49) stars within the new Boss intimates marketing campaign, as the style model phases a significant launch of its new Boss One Bodywear assortment.
Designed by the Group Laird company, the marketing campaign’s directed by style pictures duo Mert and Marcus who apply their distinctive cinematic type to each video and stills of Beckham, who’s first seen pulling up in a traditional sportscar and coming into a New York Metropolis warehouse condominium. On display screen, Beckham invitations the viewer in (to the beat of the rock anthem Within the Air Tonight) earlier than revealing himself carrying simply the brand new black Boss One Bodywear trunk.
The launch is supported by a 360-degree advertising marketing campaign. In a model first Beckham will seem earlier than audiences in cinemas and at residence, showing in marketing campaign clips on the large display screen and on streaming platforms comparable to Amazon Prime, Netflix, HBO Max, Paramount Plus, and Sky TV.
Stills of Beckham will seem on billboards and in chosen high-traffic places, in addition to in Boss shops and shops around the globe. On social media, the marketing campaign will see near “100 talents of the moment” showcase their Boss Ones throughout numerous platforms.
Additionally as a debut for the model, merchandising machines will probably be positioned at key places in Europe and the US, promoting hero merchandise from the gathering “in a fun, interactive way”. Moreover, over 100 devoted pop-ups will seem in premium retail places worldwide, that includes the entire first drop.
The gathering consists of males’s underwear necessities, together with trunks, briefs, tank tops and T-shirts in minimalist black and white. Crafted from a mix of cotton and elastane, the choice “offers all-day comfort and confidence”.
Will probably be accessible on boss.com, at devoted pop-ups, at Boss shops globally, and by way of chosen wholesalers from 1 February.
Daniel Grieder, CEO of Hugo Boss, stated: “The launch of the Boss One Bodywear collection marks another milestone and a new chapter in our long-term strategic partnership with David Beckham.
“It is also a testament to our joint dedication to style and excellence. Bodywear is an iconic product group, and with this campaign, we aim to inspire customers and fans of the brand worldwide more than ever.”
