Staying true to Hugo BOSS’ campaign idea, we wanted to take the brand into sports culture
by celebrating the off pitch success of notorious European footballers, around the World
Cup and the Euros.
We created bespoke outfits and shot 16 footballers
(including Sergio Ramos, Thiago Silva, Frank Lampard or
Xabi Alonso), rolled out across Print, OOH, Digital and
Retail, and created an editorial extension by telling their
off-pitch stories and how they balance their demanding
athlete lifestyle with their personal one.