Hugo Boss‘ recent brand refresh in 50 years has been marked by a star-studded global campaign that features Anthony Joshua. The British professional boxer made headlines as a two-time world heavyweight champion, having held the WBA, IBF, WBO, and IBO titles for the last three years.
After starting boxing at the age of 18, Joshua represented England as an amateur at the 2011 World Championships super-heavyweight division and took home a silver medal. He would go on to win gold at the 2012 London Olympic Games. He has come to be lauded as ‘Prospect of the Year’, earned ‘Fight of the Year’ in 2017, and is widely regarded as one of the top heavyweights on the planet. Joshua has been a BOSS ambassador since 2019.
In the campaign, the 32-year-old Boss ambassador joins renowned faces including models Kendall Jenner, Hailey Bieber, and Joan Smalls, South Korean singer and actor Lee Min-ho, American rapper Future, and TikTok star Khaby Lame, Italian tennis champion Matteo Berrettini, and German runner Alica Schmidt.
On February 10, 2022, Boss is set to debut a see now, buy now collection at a special event in Dubai. Set to largely take place outdoors in the desert, the one-of-a-kind event follows the unveiling of the brand’s logo at the Hahnenkamm Races earlier this year. As part of the relaunch, fans of Hugo Boss can expect an immersive experience on the German brand’s website with a host of imagery, videos, and inspiring content.