Young, fresh and new. Discover BOSS x Russell Athletic capsule collection of off-court classics, drawing on both brands’ archives. The collection includes many unisex styles, and features a retro inspired BOSS x Russell Athletic logo.
Captured at New York’s iconic Gotham Hall the film depicts a basketball squad who celebrate after being crowned the season’s champions. The team – including Ashley Graham, Bella Hadid, Precious Lee, Lucky Blue Smith, Alton Mason, Keith Powers, and more – dances, poses and parties together wearing the new BOSS x Russell Athletic collection.
Followed by the sounds of classic hip hop, a basketball-inspired film marks the release of the collaboration in playful, fun, and uplifting style, proving the combined energy of two iconic brands is impossible to contain.
The film is accompanied by a high-profile, 360- degree digital campaign that adds more global talent to the BOSS x Russell Athletic team, including social media superstars Maluma, Winnie Harlow, and Mina El Hammani.
The multi-channel #BOSSxRussellAthletic social media activation will include a TikTok challenge, #BOSSUpYourGame. Inspired by the teaser phase of the social campaign on Instagram, starring NBA star Dennis Schröder, it invites creators show off their skills using the signature BOSS Athletic pink basketball.
BOSS x Russell Athletic is now available online at boss.com and in stores worldwide.