DAVID BECKHAM JOINS TEAM BOSS

by Brett Stout



David Beckham will captain the new starting lineup of the January BOSS underwear campaign. The brand is launching its BOSS ONE Bodywear collection with visuals from the iconic Mert and Marcus.

“The launchof the BOSS ONE Bodywear collection marks another milestone and a new chapter in our long-term strategic partnership with David Beckham. It is also a testament to our joint dedication to style and excellence. Bodywear is an iconic product group, and with this campaign, we aim to inspire customers and fans of the brand worldwide more than ever,” says Daniel Grieder, CEO of HUGO BOSS.

BOSS ONE Bodywear is a complete essential undergarment collection, including trunks, briefs, tank tops, and T-shirts in minimalist black-and-white hues. It is crafted from a figure-hugging blend of cotton and elastane for ideal comfort.

The Team Laird agency employed Mert and Marcus to apply their distinctive cinematic style to video and stills of Beckham in settings from classic sportscars to a New York City warehouse apartment to the sound of “In the Air Tonight.”

“I once said that my bodywear modeling days had come to an end, but when BOSS shared their ambition for the range and brought in my good friends Mert and Marcus to shoot the campaign with their brilliant creative ideas I simply couldn’t refuse,” said David Beckham. “The new BOSS One collection is beautifully made. I’m proud to support BOSS in our long-term strategic partnership with this campaign.”

BOSS officially launched BOSS ONE Bodywear in an exclusive event on January 30, 2025, at Lightroom in Kings Cross, London.

The event was hosted at the subterranean Lightroom exhibition space and presented the BOSS ONE Bodywear campaign to attendees on 360° screens. Immersive light shows filled the space, creating hype for the campaign film screening and, later, tempting everyone onto the dance floor. Golden Martinis crafted on-site by luxury gin brand Seventy One and performances on the decks by DJs Mark Ronson and Honey Dijon rounded out a spectacular evening.

The BOSS ONE Bodywear launch is supported by a 360-degree marketing campaign across streaming platforms such as Amazon Prime, Netflix, HBO Max, Paramount Plus, and Sky TV.

Large-scale adverts of Beckham in his BOSS ONE will appear on billboards and in selected high-traffic locations, as well as in BOSS stores and department stores around the world. On social media, the BOSS ONE Bodywear campaign will see close to 100 talents of the moment show off their BOSS ONEs across various platforms. Also, a debut for the brand: BOSS ONE Bodywear vending machines will be placed at key locations in Europe and the US, selling hero products from the collection in a fun, interactive way. Additionally, over 100 dedicated pop-ups will appear in premium retail locations worldwide, featuring the complete first drop of BOSS ONE Bodywear.

From February 1, the BOSS ONE Bodywear collection will be available on boss.com, at dedicated pop-ups, at BOSS stores globally, and via selected BOSS wholesalers.

 

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