Proving once again that the 90s really was a good time, Hugo Boss and Russell Athletic have come together to produce elevated sports and loungewear – with its beloved classics as the base. The campaign—and the clothes—showcases the collection in a 90s-inspired, upbeat hip-hop dance scene against an old school basketball court and locker room backdrop. What better way to showcase confidence, comfort and mobility through dance and celebration?
The brands kicked off the collaboration with a fun AR basketball game accessible via a QR code. The game allows you to set up court in the comfort of your own home and test your shooting skills. There is even a built-in leader board to tap into your competitive side with an exclusive BOSS x Russell Athletic basketball up for grabs.
The multi-channel social media campaign will also launch a TikTok challenge in the UK, France, Germany and Russia, between 24 March and 1 April. Following the teaser phase of the campaign on Instagram, starring NBA star Dennis Schröder, the challenge invites creators to show off their skills using the signature pink BOSS x Russell Athletic basketball under the hashtag #BOSSUpYourGame.
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The iconic sweatshirts from Russell Athletic and Hugo Boss’s expert tailoring are, of course, the main highlights of the line-up but there are also various accessories on offer. The collection-exclusive BOSS x Russell Athletic logo adorns the clothes as well as accessories such as running-inspired trainers, embroidered caps, and nylon lightweight drawstring bags.
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The selection is coloured in fresh pastels, bolder tones, and subtle neutrals offering a warm blend of retro inspired hues to a modern take on off-court classics. Its pieces are easy and exciting to mix and match in a range that spans from t-shirts to button downs, tapered trousers to trackpants and shorts. The selection of outerwear also makes layering look effortless with relaxed and regular fitted jackets as well as longer coats to complete the look.
Customisable BOSS x Russell Athletic sweatshirts will also be available exclusively online from 31 March, allowing an addition of up to four varsity-style letter patches on the back for a more personalised touch.
