Hugo Boss bets on American soccer and horseback riding

Boss, the Hugo Boss line aimed at 25-40 year-olds, announces two new sports collaborations for back-to-school 2023: the launch of an equestrian collection called Boss Equestrian, and a partnership with the National Football League.

Boss is back to sport.


The German brand has just announced, in quick succession, two initiatives that should give it even greater visibility in the world of sport.


After announcing, at the end of August, the signature of a collaboration with the National Football League, the American soccer league, it has just launched Boss Equestrian, a line of high-end clothing dedicated to horse riding.


Born at the beginning of 2022 from the segmentation of Hugo Boss into two labels – Hugo and Boss, Boss, which targets the 25-40 age group, has from the outset relied on the world of sport to reinforce its reputation.


After Formula 1, tennis, winter sports and finally cycling – last July – it is now taking up a position in two new sports, American soccer and horse-riding.


Top-of-the-range positioning


“We are expanding the brand’s product range in emblematic lifestyle areas that correspond to its high-end positioning,” emphasizes Hugo Boss CEO Daniel Grieder.


Boss Equestrian © Hugo Boss


Designed, produced and distributed by its partner, Swiss company Bold Equestrian, the first season (Autumn/Winter 2023-24) of Boss Equestrian will be available from September 15 worldwide at selected premium partners and online


“This new license… strengthens our sports offering while increasing the brand’s visibility and relevance to women and men equestrian fans. With Bold Equestrian, we have found the right partner, with an experienced team, to enter the equestrian sector and unleash Boss’ potential in this exciting segment,” comments Daniel Grieder.


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Featured photo: © Hugo Boss


Picture of Sophie Michentef
Sophie Michentef
Sophie Michentef has worked for more than 30 years in the professional press. For fifteen years, she managed the French and international editorial staff of the Journal du Textile. She now puts her press, textile, fashion, and luxury expertise at the service of newspapers, professional organizations, and companies.

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