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METZINGEN, Germany, Oct. 11, 2021 /PRNewswire=KYODO JBN/--

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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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