HUGO BOSS: BLACK, WHITE, AND CAMEL
With its sponsorship of the Tudor Pro Cycling Team, its connection with BMC that includes co-branded bikes, and its co-created capsule collection with ASSOS of Switzerland, BOSS is riding into a new chapter of sports sponsorship and cooperation.
As the UCI Europe Tour 2023 gets off, BOSS announce dits sponsorship of the Swiss racing team Tudor Pro Cycling Team, owned by two-time Olympic gold medalist and former road racing cyclist Fabian Cancellara. The black jerseys the riders wear have the BOSS logo clearly displayed in a striking black-on-white contrast. The BOSS emblem will appear on the sleeves of jerseys used by the U23 Tudor Pro Cycling Team as part of the sponsorship deal.
In an effort to promote cycling and sportsmanship, BOSS will sponsor the BMC MTB World Cup Team and release a co-branded bike with Swiss premium bike manufacturer BMC in June 2023. In keeping with BOSS’s characteristic black, white, and camel color scheme, the sleek design will have a co-branded “BMC by BOSS” badge on the frame’s down tube. These striking bicycles will be manufactured in an edition size of 40 and sold only at certain BOSS boutiques.
In addition, in June of 2023, BOSS will debut a line designed in tandem with Swiss cycling equipment company ASSOS. The BOSS x ASSOS collection has 24 items for both men and women, including base layers, shorts, jerseys, wind jackets, and insulated gilets, with an emphasis on two categories: lifestyle and performance. The designs come in the timeless neutral colors that have been synonymous with BOSS, and are presented with ASSOS’s mastery of technical, performance-enhancing fabrics and finishes. Socks, gloves, and spider bags, all must-haves for cyclists, are included in the collection.
The BOSS x ASSOS capsule collection is made for cyclists whose love of the sport extends beyond the racecourse or the road. The new collection has sleek lines with built-in heat regulation and moisture management for improved comfort, and its technical items have a casual, luxury edge that allows them to be worn off the bike, leaving riders appearing put-together and fashionable even after a long day in the saddle.
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