Boss, the fashion brand owned by Hugo Boss, has recently introduced a fresh logo and announced its triumphant return to winter sports. The brand made its grand comeback at the prestigious Hahnenkamm Races in Austria, which is known as one of the most esteemed FIS Alpine Ski World Cup races in the world. This event served as the perfect platform for Boss to convey its ambitions within the winter sports industry.

The collaboration between Boss and the Hahnenkamm Races, which spans over four years, marks the beginning of a new era for the brand. In addition to revealing its new logo, Boss also unveiled plans for a comprehensive brand refresh set to occur in 2022. The new logo boasts a daring and contemporary typeface, perfectly encapsulating the brand’s desire for a more impactful visual experience.

Daniel Grieder, the CEO of Hugo Boss, expressed his excitement regarding the partnership with the Hahnenkamm Races, emphasizing the exhilarating atmosphere the event provides for this historic moment. Furthermore, he highlighted the brand’s intention to create one-of-a-kind experiences for visitors beyond the slopes while also aiming to inspire a global audience for Boss.

Throughout the entirety of the event, Boss maintained a strong presence across the race course and surrounding areas. Start and finish zones were adorned with striking flags, banners, and animated LED walls, while the racecourse itself showcased the brand’s new logo. Even the Fleckalmbahn, a cable car located on the mountain, proudly displayed the Boss logo. The brand’s logo was also featured on a hot air balloon and paragliders, solidifying Boss’s prominence throughout the event.

In addition to the logo reveal and extensive brand presence, Boss delved into its rich archives and released a limited-edition silver ski jacket. This special jacket pays tribute to past accomplishments while embracing the brand’s innovative and thrilling future. Remarkably, it incorporates patented Recco technology, exponentially enhancing safety on the slopes by enabling wearers to be promptly located by rescuers.

The Hahnenkamm Races captivate a substantial audience, with over 300 million views solely in Europe. Enthusiasts eagerly anticipate the downhill race on the Streif and the races on the Ganslernhang. By partnering with this highly-regarded event, Boss affirmatively demonstrates its commitment to establishing a formidable presence within the winter sports industry.

Overall, Boss’s reentry into winter sports, coupled with the revelation of its new logo at the Hahnenkamm Races, exemplify the brand’s unwavering determination to broaden its scope and engage with an international audience. Armed with a commanding brand presence and a strong emphasis on innovation and safety, Boss is well-positioned to leave an indelible mark in the realm of winter sports.

Useful links:
1. BOSS Official Website
2. Hahnenkamm Races Official Website