German luxury fashion house HUGO BOSS and the American apparel brand Russell Athletic’s collaboration fuses the art of tailoring with the nostalgic storytelling of classic sportswear to offer the sort of pioneering attitude that today’s tastemakers are looking for.
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To launch the collection, BOSS hosted an innovative digital event on boss.com on 24th March, 2021, which can be followed with the hashtag #BOSSxRussellAthletic. After the event, the collection is available to buy immediately.
To celebrate the launch, not only has the creative entrepreneur and basketball fan Joshua Kissi shot the campaign and directed the accompanying film, but the brands have come together to launch an AR basketball game that can be accessed via a QR code.
The game allows visitors to set up court in the comfort of their own homes and test their skills at the hoop. Featuring a built-in leaderboard, the highest scorers can win an exclusive BOSS x Russell Athletic basketball.
The launch of BOSS x Russell Athletic proves the combined energy of two iconic brands is impossible to contain. To the sounds of classic hip hop, a basketball-inspired film marks the release of the collaboration in playful, fun, and uplifting style.
Set in a locker room and on a basketball court, the film depicts a basketball squad who celebrate after being crowned the season’s champions. The team – including Ashley Graham, Bella Hadid, Precious Lee, Lucky Blue Smith, Keith Powers, and more – dances, poses and parties together as it showcases the new BOSS x Russell Athletic collection with nothing but good vibes.
Drawing on both brands’ archives, the collection of off-court classics includes many unisex styles, and features a retro-inspired BOSS x Russell Athletic logo.
HUGO BOSS Chief Brand Officer Ingo Wilts says, “BOSS has dressed new generations in high comfort and impeccable style, while Russell Athletic has a long heritage in leisure and sportswear, inventing the first sweatshirt on the way. Bringing these two brands together gave us the chance to get really creative, and we’re excited to show this new collaboration.”
Ricardo Aranda, Vice President of Russell Athletic, adds, “Innovation and reinvention are important to Russell Athletic and BOSS, and we’re really excited about what we’ve created together as a result. By finding inspiration in both brands’ archives and exploring the creativity inherent in tailoring and sportswear, we’ve made a collection that’s fit for a new generation.”
The collection, containing several unisex pieces, expertly balances the well relaxed with the refined to meet the current sartorial moment, and will launch with a campaign created by publisher and creative agency Highsnobiety.