Jan 24, 2022
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Boss brand reveals new logo, makes return to winter sports

Jan 24, 2022

Just a few days after Pentland’s Ellesse brand announced a return to winter sports, the Hugo Boss-owned Boss brand is diving deeper into the category too and was the official partner of the Hahnenkamm Races at the weekend as a kick-off for its plans.


The event in Austria is one of the world's most prestigious FIS Alpine Ski World Cup races and was a high profile channel for Boss to communicate its winter sports ambitions.

The event marked the start of a four-year partnership and also the introduction of the new Boss logo “with a notably bolder graphic typeface conveying a contemporary look and impactful visual experience”. The new Boss branding appeared throughout the event and was a teaser of a more comprehensive brand refresh planned for 2022.

Hugo Boss CEO Daniel Grieder said the Hahnenkamm Races “are legendary, making them the perfect setting for such a historic moment. We look forward to creating unique experiences for the visitors off the slopes in the years to come, and to inspiring a global audience for Boss.”.

So what presence did Boss have? A big one. There were flags on the course, plus banners and animated LED walls at the start and finish zones, while the run was lined with the new logo and the general event area featured branded takeovers. 

Looking skywards, a gondola on the Fleckalmbahn, the most impressive cable car on the mountain, was also branded and a hot air balloon and paragliders were emblazoned with the logo.

The label also dived into its archives from 2002 and launched a limited-edition silver ski jacket “that both nods to past achievements while setting sights on an innovative and thrilling future for the brand”.

The jacket includes patented Recco technology that “enables the wearer to be found by rescuers for increased safety on the slopes”.

As mentioned, the event is a huge one for anyone interested in winter sports and the downhill race on the Streif, and the races on the Ganslernhang, get over 300 million views every year in Europe alone. 

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