High above the snow-capped peaks of Kitzbühel, Austria, the iconic Hahnenkamm Races witnessed the return of a fashion powerhouse: BOSS. In addition to reclaiming its role as presenting partner of the legendary event, the brand unveiled a groundbreaking innovation and debuted a stylish capsule collection, solidifying its position as a leader in both style and performance.
From January 15-21, 2024, the BOSS brand message, “Be Your Own BOSS,” resonated throughout the event. Its presence wasn’t limited to logos; it was woven into the fabric of the experience. This strategic alignment with the core values of both the brand and the competition amplified the excitement and solidified BOSS’ position as the first choice for style-conscious sports enthusiasts.
In line with its “Lead in Digital” strategy, BOSS unveiled “Magic Moment,” a groundbreaking initiative that brings fashion and technology together. This first-of-its-kind project transformed a ski jacket from the BOSS x Perfect Moment capsule into a personalized smart device. Imagine being able to control event access, activate product ownership and make contactless payments with a simple tap of your sleeve! 30 VIP guests experienced this magic firsthand, enjoying a seamless blend of physical product and digital possibilities.
Daniel Grieder, CEO of HUGO BOSS, summed up the significance of “Magic Moment“: “‘Magic Moment’ is the next step in our ‘Lead in Digital’ journey. We’re thrilled to offer this unique brand experience and showcase our innovative wearable technology. This ski jacket takes the 360-degree lifestyle approach to a whole new level, merging innovation, customization, and digital opportunities in a way never seen before.“
The ski-themed pop-up store was bustling with activity, showcasing the latest BOSS x Perfect Moment capsule collection. Designed for men, women, and non-binary individuals, the stylish range features high-performance pieces that prioritize quality, fit, and function without compromising aesthetics. From statement prints to classic colors, the collection had something for everyone.
The pop-up store wasn’t just about shopping; it was an immersive experience. Customers could personalize knitwear pieces, challenge themselves with the BOSS Ski Challenge virtual game, capture memories at the photo spot, and even snag exclusive BOSS x Hahnenkamm Races merchandise.
The BOSS branding wasn’t just visible, it was impactful. The iconic black, white and camel colors adorned the Hahnenkamm start hut and inspired racers with the motivational slogan “Ski Like A BOSS“. Eye-catching signage, video walls and even the returning BOSS hot air balloon ensured the brand’s presence was felt throughout the event.
The Hahnenkamm Races are a testament to the power of sport and spectacle, with more than 300 million annual viewers in Europe alone. By seamlessly integrating its brand into this prestigious event, BOSS has further solidified its position as a leader in stylish, innovative sportswear. The “Magic Moment” initiative and the BOSS x Perfect Moment capsule collection demonstrate the brand’s commitment to pushing boundaries and exceeding expectations, both on and off the slopes.
Want to experience the magic for yourself? Explore the BOSS x Perfect Moment capsule collection online or at select BOSS stores worldwide. And if you’re looking for inspiration, just remember the words that adorned the launch hut: “Ski Like A BOSS.“