Hugo Boss continues to expand its presence in the sports world with a new partnership.
The German fashion company’s youngest brand, Hugo, is embarking on a partnership with the Visa Cash App Red Bull Formula One team. Hugo will be the team’s official apparel partner.
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“We’re finding a partner that helps us express who we are as a brand,” said Nadia Kokni, senior vice president of global marketing and brand communications at Hugo Boss. “The synergies are there, whether that’s the unstoppable, relentless energy; the fearless style; the sort of maverick and marvel expression, energy and personalities of those involved in either team, whether that’s the Hugo team or the new Red Bull team. There’s just a lot of synergies for us and a lot of appeal to reach new, broad, younger and dynamic audiences and bring them in.”
The partnership comes after Hugo’s sister brand Boss embarked on a similar partnership with the Aston Martin Formula One team in June 2022. Through Boss’ partnership, the brand is the official fashion partner of the team and designs looks for the drivers.
Last year, Boss furthered the partnership by naming Aston Martin driver Fernando Alonso as a brand ambassador.
“If you compare Boss to Hugo, we are really two distinct teams,” Kokni said. “You can see Aston Martin’s look, feel, aesthetic and even drivers, we could never say they really fit with the Hugo brand. They fit with the brand Boss and they help Boss express the lifestyle, the aesthetic and even the product. If we look at that from a Hugo perspective working with Red Bull, it’s full of energy. It’s younger, a little bit more edgy, it’s a different type of charisma and personality. Both are extremely high-level teams and have extremely talented drivers, but are just really different and much more synergistic to the brands that we have.”
Hugo’s partnership with the Visa Cash App Red Bull Formula One team will include the Hugo logo featured on drivers’ race suits, teamwear and on the cars. The brand will also design formalwear for two of the team’s drivers, Daniel Ricciardo and Yuki Tsunoda, and capsule collections for fans, among other initiatives.
The brand will host Hugo Garage in the near future, which is an interactive experience it will hold in cities hosting F1 races.
Fashion brands have been increasing their presence in Formula One over the last few years as the global audience for the sport has been skyrocketing. The return of the Las Vegas Grand Prix in November saw many brands activating around the sport, including the likes of Psycho Bunny, Boss, Tumi, Tommy Hilfiger and Puma, which debuted its first F1 collection designed by creative director A$AP Rocky during the race.
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