Former skilled footballer, businessman and mannequin David Beckham is the face – and torso – of the brand new marketing campaign for BOSS ONE Bodywear, or underwear extra prefer it.
Beckham, who turns 50 this yr and, alongside along with his dressmaker spouse Victoria has cast the formidable ‘model Beckham’ over time, actually appears to be protecting himself in good condition.
He mentioned: “I as soon as mentioned that my bodywear modelling days had come to an finish, however when BOSS shared their ambition for the vary and introduced in my good buddies Mert and Marcus to shoot the marketing campaign with their good artistic concepts I merely couldn’t refuse.
“The brand new BOSS ONE assortment is fantastically made. I’m proud to assist BOSS in our long-term strategic partnership with this marketing campaign.”
The marketing campaign, designed by the Workforce Laird company, sees vogue images duo Mert and Marcus apply their distinctive cinematic fashion to video and stills of Beckham, who we see pulling up in a basic sports activities automobile and getting into a New York warehouse condo.
On display screen, Beckham invitations the viewer in as he returns residence for the day, to the pulsing beat of the anthemic ‘Within the Air Tonight’. Beckham is then seen sporting the brand new black BOSS ONE Bodywear trunk.
The launch is supported by a 360-degree advertising and marketing marketing campaign and, in a model first, Beckham “will thrill audiences in cinemas and at residence”, showing in BOSS ONE Bodywear marketing campaign clips on the large display screen and on streaming platforms comparable to Amazon Prime, Netflix, HBO Max, Paramount Plus, and Sky TV.
“Bigger-than-life” stills of Beckham in his trunks can even seem on billboards and in chosen excessive visitors areas, in addition to in BOSS shops and department shops world wide.
Moreover, on social media the marketing campaign will see near 100 “abilities of the second” showcase their BOSS ONE’s throughout varied platforms.
In one other first for the model, merchandising machines shall be positioned at key areas in Europe and the US, promoting hero merchandise from the gathering. There can even be over 100 devoted pop-ups in premium retail areas worldwide that includes the whole first drop.
Daniel Grieder, CEO of Hugo Boss, mentioned: “The launch of the BOSS ONE Bodywear assortment marks one other milestone and a brand new chapter in our long run strategic partnership with David Beckham.
“It’s also a testomony to our joint dedication to fashion and excellence. Bodywear is an iconic product group, and with this marketing campaign, we purpose to encourage prospects and followers of the model worldwide greater than ever.”
The BOSS ONE Bodywear assortment consists of premium high quality males’s underwear necessities, together with trunks, briefs, tank tops and t-shirts in easy black and white. Crafted from a determine hugging mix of cotton and elastane, the choice “presents all-day consolation and confidence” (particularly for those who’re 50 with a physique like Beckham).
The BOSS ONE Bodywear assortment shall be obtainable on the model’s web site, on the devoted pop-ups, in BOSS shops globally and through chosen wholesale companions from tomorrow, 1 February.
