To launch the collection, BOSS will host a digital event on boss.com at 1pm EST/7pm CET on March 24th, which can be followed with the hashtag #BOSSxRussellAthletic. After the event, the collection will be available to buy immediately. Those eager to be the first to wear these designs can get exclusive access to shop the collaboration 24 hours before anyone else by signing up for the BOSS newsletter.
To celebrate the launch, not only has 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 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.”