The Metzingen-based fashion group Hugo Boss is the official partner of the legendary Hahnenkamm race in Kitzbühel, which took place from January 21st to 23rd. This marks the company’s return to ski sponsorship and winter sports support after a long hiatus.
On the occasion of the four-year sponsorship contract, the group has also revised the logo of the Boss line and now shows itself “with a much more striking typeface that conveys a modern look and an impressive visual experience,” according to Hugo Boss in a press release.
The new branding ran throughout the race and is a preview of a larger branding makeover planned for 2022.
“We are very pleased to unveil our new Boss logo in Kitzbühel and to present the new spirit of the brand here for the first time. The Hahnenkamm races are legendary and therefore the perfect setting for such a historic moment. We look forward to creating unique off-piste experiences for visitors in the years to come and to engaging a global audience with Boss,” commented Hugo Boss CEO Daniel Grieder in the statement.
This year, visitors could see the new logo from flags on the route to banners and animated LED walls in the start and finish area, as well as in the general event area and even on a gondola of the Fleckalmbahn, the mountain’s imposing cable car, and on a hot air balloon and paragliders hovering around the peak.
The brand also delved into the archives of 2002 and was inspired to create an exclusive limited edition silver ski jacket that aims to “both commemorate past achievements and offer a glimpse of an innovative and exciting future for the brand”.
The jacket features patches celebrating the partnership and a large embroidered Boss lettering on the back, and the padding is made from recycled materials. The jacket is also equipped with the patented Recco technology, which allows the wearer to be found by rescue workers to increase safety on the slopes. A limited number of the jackets will be available through the brand’s website.
