Hugo Boss celebrates unity with new campaign


Boss Perfumes has put the power of sport to inspire and engage fans at the heart of its new “United in Celebration” campaign.

Led by five world-class footballers, the campaign aims to bring fans together to celebrate the return of the football season. A cinematographic film by director Romain Chassaing combines Boss’s style with iconic images of football around the world.

To mark the occasion, the brand released a new limited edition fragrance, featuring top notes of South African Buchu and blood orange, with a heart of spearmint, peppermint and oris and a base of vetiver, patchouli and cashmeran.

The famous Boss bottle features a metallic finish and the exterior pack has been redesigned in matte black.

Boss Parfums is part of the Hugo boss brand and fragrances are manufactured and distributed by Coty.

A Coty spokesperson said, “The inspiring new campaign builds on both the power of unity and the uplifting idea of ​​celebration that makes sport a universal language.”

Football stars Harry Kane, Toni Kroos, Raphael Varane, Sergi Roberto and Radamel Falcao are leading the new campaign.

“Standing up for integrity both on and off the pitch, the five faces of the campaign come together to represent the man of today,” the Coty spokesperson continued.

“Everyone is a man of substance and style, complex and multifaceted, for whom staying true to his values ​​is the true measure of his success.

Completing the campaign is the return of the Boss #SuitChallenge. Following actor Chris Hemsworth’s video of himself surfing in a Boss suit, the brand asks customers what they would do in a suit.

“The very competitive spirit that drives every football game will come to life in the #SuitChallenge, increasing the excitement and fun around the occasion,” added a Coty spokesperson.

“For this second wave of the challenge, influencers around the world will juggle a soccer ball while wearing a BOSS costume, then pass the ball to their followers to do the same.”

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