Following its new growth strategy of boosting brands and targeting younger customer groups, HUGO BOSS celebrated the launch of its second BOSS X Russell Athletic capsule collection with an action-packed experience. The physical collection presentation in a baseball stadium in Milan only set the stage for the extensive activation on social media. The event was designed to be a “postable” moment at every twist and turn. With global streaming across the BOSS channels, all customers were given a digital front row seat. The cast and the audience were strategically selected based on their Instagram or TikTok profile and status: Among models like Gigi Hadid, Irina Shayk, Joan Smalls, Cindy Bruna, Alton Mason and Adut Akech the athletes Alica Schmidt, Trenten Merrill and Race Imboden, plus K-pop star Big Matthew and TikToker Khaby Lame (@khaby.lame), celebrated their runway debuts.