Boss launches sportswear capsule with NFL players
German fashion label Boss has revisited the iconic style of American football jerseys by teaming up with the National Football League. The sportswear capsule was unveiled on Monday, April 24, with a campaign featuring the league's players and champions, including Micah Parsons of the Dallas Cowboys and New York Giants legend Victor Cruz.
While football has always been popular in fashion, American football is also appealing to brands. In a collection that pays homage to the players' commitment on the field and their passionate fans, Boss highlights legendary teams from the American football league such as the Dallas Cowboys, the New York Giants, the Las Vegas Raiders, the Los Angeles Rams and the Miami Dolphins.
Combining style and passion for football
The "Play like a boss" capsule includes hoodies, sweatshirts, t-shirts, polo shirts and tracksuits in black, white and blue. The 52, 100% cotton garments feature embroidery or raised print details to combine style and practicality.
"We are delighted with this new partnership with the NFL and to be able to offer our customers a wide range of clothing featuring their favourite teams. This collection pays tribute to the players and the high level of training they put in season after season with a strong, all-encompassing message about what it means to commit and play like a boss," said Marco Falcioni, head of creative direction at Hugo Boss in a statement.
The creative direction of the campaign was entrusted to journalist Trey Laird - who has worked with Tommy Hilfiger, Karl Lagerfeld and Diane von Furstenberg - and stars American football players as well as models Joan Smalls and Taylor Hill. The fashion photographer for the campaign was Matthew Brookes.
Boss is partnering with the National Football League this season and next, from kickoff to the playoffs to the 58th Super Bowl in February 2024. The brand will open a pop-up store in Kansas City during the NFL Draft, from Thursday April 27 to April 30, where the collection will be presented and customers will be able to personalise their items.
In parallel, the collection will also be sold on the label's e-shop and in a selection of its international retailers. The pieces from the collection range from $98 to $198.
At the end of March, the German label founded by designer Hugo Ferdinand Boss in 1924, launched a daring capsule for Metaverse Fashion Week, during which it opened a virtual showroom.
Boss is Hugo Boss Group's flagship brand. Headquartered in Metzingen, Baden-Württemberg, it is present in 142 countries through a network of 7,400 points of sale and achieved a turnover of 3.7 billion euros in the fiscal year 2022.
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