[Hugo Boss Japan Co., Ltd.] HUGO: VISA APP RB Partnership with Formula One (TM)
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Press release: February 10, 2024
HUGO: VISA APP RB Partnered with Formula One(TM)
*True style delivered to motorsport fans*
HUGO takes a bold step into the world of sports, starting this season with Visa Cash App RB (VCARB) Formula One(TM)
Announcing a new partnership with Team. This collaboration will see HUGO become the official apparel partner of the team, and the HUGO brand will leverage the global appeal of F1(TM) and truly embed F1(TM) in culture, away from the track. This is a once-in-a-lifetime opportunity.
HUGO and VCARB aim to become the premium brands of choice for the social generation’s changemakers, embracing the bold and disruptive spirit that symbolizes both brands, encouraging individuals to think outside the box. Disrupting the world of F1(TM) by redefining the boundaries of motorsport and championing individuality and
self-exploration on and off the track.
“We are very happy to be able to deepen our involvement in motorsport by participating in F1 with HUGO.Visa Cash App RB (VCARB)
By partnering with Team, we are able to connect powerfully with Gen Z on a global scale. We look forward to further promoting the synergy between sports and fashion and providing new and unique opportunities for consumers to immerse themselves in the HUGO brand.” HUGO BOSS CEO Daniel Grieder says:
Visa Cash App RB Formula One(TM)
Peter Bayer, CEO of Team
We are very happy to welcome you to the RB family. HUGO is synonymous with style and is a brand that can upgrade anyone’s style. We look forward to the launch of our first collection and look forward to a long and creative partnership that will advance the aesthetics of F1. This sport is all about speed and margin, but expression and style are also important and go hand in hand with success. We look forward to working with HUGO to disrupt the F1 fashion mold and redefine the boundaries of what it means on and off the track.”
The HUGO logo will be featured on racing suits, team wear, and VCARB team machines from the start of the 2024 F1(TM) season. The
partnership extends beyond the sophisticated tailoring of HUGO to off-track apparel, with a limited collection of bold styles featuring high-fashion performance wear and stylish fan wear. HUGO will also design and develop formal wear for the VCARB team, its most
charismatic drivers Daniel Ricciardo and Hiroki Tsunoda, as well as high-performance racewear and travel wear for the entire team. Racing clothing designed by HUGO features bold color graphics and the signature metallic bull logo. It consists of a softshell jacket with a water-repellent finish, a bright T-shirt, and lightweight stretch pants. The team’s official road gear is defined by a subdued, casual and cool style, with each piece following iconic HUGO codes, including the stacked metal logo and signature red box branding.
HUGO’s entry into the F1(TM) world was at the Visa Cash event held in Las Vegas on February 8th.
The event kicked off in style with a grand event organized by App, unveiling new car liveries and team wear featuring the HUGO brand logo.
More than 1,000 guests gathered at the event to witness this memorable moment, accompanied by energetic performances by Kendrick Lamar and Baby Keem. Ricardo and Tsunoda wear head-to-toe HUGO looks, along with Tobi Brown, Reese, Trevon Diggs, DeAndre Hopkins, Brian Branch, Myles Garrett, Darren Waller, Danny Amendola, Breece Hall, Kayvon Thibodeau, He appeared alongside VIPs such as Zoe Lerma, Baron Schönvogel, Maurice Camara, Leonie Wong, Sebastian Moy and Oliver Moy.
“We plan to ride the wave of excitement and engagement generated by our fans and reinvigorate key races on the F1 calendar with flashy brand moments. We offer access to physical and virtual experiences, products, immersive pop-up experiences, and talent partnerships. With F1 being one of the fastest growing sports on social media and deeply rooted in fan culture, HUGO will grow its presence through emotional storytelling across all of its brand networks, as well as support motorsports worldwide. We are expanding our community with the most diverse audience of enthusiasts.” HUGO
says Nadia Kokuni, SVP of Global Marketing and Brand Communications at BOSS.
This partnership resonates with HUGO’s Gen Z audience, resonates with the thrill of F1(TM), elevates the promotion to an even more exciting level, and builds on the brand’s core platform.
HUGO Your Way promises to combine the power of both sports and fashion.
* About HUGO and HUGO BOSS *
HUGO, the younger of BOSS’s two brands, provides a platform for self-expression and authentic dressing. Globally active and culturally fluent, the brand is unconventional, creating clothes with character and attitude for those who set trends rather than following them. Additionally, HUGO’s licensed fragrances, watches, eyewear and kidswear all express a youthful spirit.
BOSS is one of the leading companies in the premium segment of the global apparel market. The group has around 7,400 points of sale in 132 countries with collections and sells online in 70 countries through hugoboss.com. Headquartered in Metzingen (Germany), the company has approximately 17,000 employees worldwide and posted sales of 3.7 billion euros in 2022.
* About Visa Cash App RB: *
Red Bull’s Italian F1 team remains the sport’s most consistent and important rival, with over 350 race starts since 2006.
Founded as Scuderia Toro Rosso and with the mission of putting future champions on the grid, the team will launch top-level careers for a generation of drivers who will go on to win races and world
championships in F1 and beyond. Successful. The success continued after the team rebranded to Scuderia AlphaTauri in 2020, winning the Italian Grand Prix in its first year. The Visa Cash App RB Team enters a new era of competing at the pinnacle of motorsport.
For inquiries regarding this matter, please contact the following: Hugo Boss Japan Co., Ltd.
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