Boss, the luxury brand owned by Hugo Boss, is making a strong comeback in the world of winter sports. Following the announcement of Ellesse’s return to the category, Boss is now becoming the official partner of the Hahnenkamm Races, deepening its involvement in the winter sports industry. The Hahnenkamm Races, held in Austria, is one of the most prestigious races in the FIS Alpine Ski World Cup, providing Boss with a prominent platform to showcase its ambitions in the winter sports market.
The partnership between Boss and the Hahnenkamm Races marks the beginning of a four-year collaboration. As part of this partnership, Boss unveiled its new logo at the event. The logo features a bold graphic typeface, representing a modern and impactful visual experience. This branding was prominently displayed throughout the event, giving a glimpse of a more comprehensive brand refresh that is scheduled for 2022.
Daniel Grieder, CEO of Hugo Boss, expressed his excitement about the collaboration, highlighting the legendary status of the Hahnenkamm Races and its significance as a historic moment for Boss. Grieder also emphasized Boss’s commitment to creating unique experiences for visitors and inspiring a global audience with the brand.
During the event, Boss had a strong presence with flags lining the course, banners, and animated LED walls at the start and finish zones. The new logo was showcased along the run, while the entire event area was taken over by Boss branding. The brand even extended its visibility by branding a notable cable car on the mountain, the Fleckalmbahn, as well as a hot air balloon and paragliders.
In addition to the logo reveal and event presence, Boss released a limited-edition silver ski jacket that pays homage to its past achievements while signaling an innovative and thrilling future for the brand. The jacket includes patented Recco technology, enhancing safety on the slopes by enabling rescuers to easily locate the wearer.
The Hahnenkamm Races attract a significant amount of attention from winter sports enthusiasts, with over 300 million views in Europe alone. The downhill race on the Streif and the races on the Ganslernhang are particularly popular. Partnering with such a prestigious event allows Boss to connect with a global audience and solidify its position in the winter sports market.
Overall, Boss’ involvement in the Hahnenkamm Races demonstrates its dedication to winter sports and sets the stage for further engagement in the category. With the unveiling of the new logo and an upcoming comprehensive brand refresh, Boss is ready to make a lasting impact in the world of winter sports.
Useful Links:
1. Boss Official Website
2. Hahnenkamm Races Official Website
