The campaign for the launch of the second Hugo Boss X Russell Athletic capsule collection broke all records for the brand, with a total of 3.9 billion impressions and over 25 million engagements achieved across all social media channels within its first four days.

In line with its new growth strategy of boosting brands and targeting younger customer groups, the physical presentation of the collection in a baseball stadium in Milan set the stage for extensive activation on social media. The event was designed to be a “postable” moment at every twist and turn and within the first few days, 2.2 billion views were registerd on Tiktok’s #Bossmoves challenge, where thousands of TikTokers created content to enter to win one of five exclusive NFT bomber jackets

    Within a week, the hashtag challenge achieved three billion views and 1.3 million challenge-related videos were created by the TikTok audience. This campaign between Boss and TikTok was the first of its kind in this form.

The cast and the audience were strategically selected based on their Instagram or TikTok profiles and status. Khaby Lame, who made an exclusive appearance to close the show for example, 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.

“This event is our benchmark for what we will deliver as an experience to customers around the world as of today,” said Hugo Boss CEO Daniel Grieder. “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.”

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