BOSS will host a digital event today at 2 pm EST to debut its new collaborative collection with Russell Athletic. After the event, which will be live-streamed from Gotham Hall in New York City, the collection will be available to buy immediately.
The new BOSS x Russell Athletic collection fuses the art of tailoring with the nostalgic storytelling of classic sportswear. The collection, containing several unisex pieces, balances the relaxed with the refined to meet the current sartorial moment
To celebrate the launch, the brands have tapped creative entrepreneur and basketball fan Joshua Kissi to shoot the campaign and direct the accompanying film. The brands have also come together to launch an AR basketball game that you can access via a QR code. The game lets you set up court in the comfort of your own home and test your skills at the hoop. Featuring a built-in leaderboard, the highest scorers can win an exclusive BOSS x Russell Athletic basketball.
“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,” said Ingo Wilts, chief brand officer at Hugo Boss. “Bringing these two brands together gave us the chance to get really creative, and we’re excited to show this new collaboration.”
“Innovation and reinvention are important to Russell Athletic and BOSS, and we’re really excited about what we’ve created together as a result,” added Ricardo Aranda, vice president of Russell Athletic. “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.”