Boss brand boosts casualwear focus with NBA and Draymond Green link-up
Hugo Boss’s Boss brand has signed three-time NBA Champion Draymond Green as the face of new co-branded Boss and NBA Capsule Collections for SS21 and AW21.
The company’s chief brand officer Ingo Wilts said that partnering with the NBA and working with Green “offers us the ability to design regional and national relevant products for Boss with the best teams and talent that basketball has to offer globally”.
The SS21 campaign launches in the middle of this month, featuring Green along with “a culture cast team” including NBA G League forward Isaiah ‘Zay’ Todd, Grammy-nominated rap artist Aminé, and jewelry designer Greg Yuna, among others.
The campaign was shot by Ellington Hammond and Darryl Richardson, with creative direction by RanaVerse.
The second collection debuts in October.
The deal not only supports the company’s aim of growth in the North American market but also adds to its drive to “strengthen the important casualwear segment,” according to Stephan Born, CEO and President of the Americas.
The collections the brand is launching will include long and short-sleeve hooded sweatshirts, crew neck sweatshirts, long and short-sleeve T-shirts, sweatpants and shorts.
They’ll feature co-branded Boss and NBA pieces, as well as nine team logos (the New York Knicks, Brooklyn Nets, Los Angeles Lakers, LA Clippers, Miami Heat, Chicago Bulls, Golden State Warriors, Houston Rockets and Toronto Raptors).
The products will be available at Boss stores and via its webstore, on NBAStore.com and across select wholesale partners including Bloomingdale’s, Nordstrom and Saks Fifth Avenue.
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