David Beckham stars in new BOSS ONE Bodywear campaign
Former professional footballer, businessman and model David Beckham is the face – and torso – of the new campaign for BOSS ONE Bodywear, or underwear more like it.
Beckham, who turns 50 this year and, along with his fashion designer wife Victoria has forged the formidable ‘brand Beckham’ over the years, certainly seems to be keeping himself in good shape.
He said: "I once said that my bodywear modelling days had come to an end, but when BOSS shared their ambition for the range and brought in my good friends Mert and Marcus to shoot the campaign with their brilliant creative ideas I simply couldn’t refuse.
"The new BOSS ONE collection is beautifully made. I’m proud to support BOSS in our long-term strategic partnership with this campaign."
The campaign, designed by the Team Laird agency, sees fashion photography duo Mert and Marcus apply their distinctive cinematic style to video and stills of Beckham, who we see pulling up in a classic sports car and entering a New York warehouse apartment.
On screen, Beckham invites the viewer in as he returns home for the day, to the pulsing beat of the anthemic ‘In the Air Tonight’. Beckham is then seen sporting the new black BOSS ONE Bodywear trunk.
The launch is supported by a 360-degree marketing campaign and, in a brand first, Beckham "will thrill audiences in cinemas and at home", appearing in BOSS ONE Bodywear campaign clips on the big screen and on streaming platforms such as Amazon Prime, Netflix, HBO Max, Paramount Plus, and Sky TV.
"Larger-than-life" stills of Beckham in his trunks will also appear on billboards and in selected high traffic locations, as well as in BOSS stores and department stores around the world.
Additionally, on social media the campaign will see close to 100 "talents of the moment" show off their BOSS ONE’s across various platforms.
In another first for the brand, vending machines will be placed at key locations in Europe and the US, selling hero products from the collection. There will also be over 100 dedicated pop-ups in premium retail locations worldwide featuring the complete first drop.
Daniel Grieder, CEO of Hugo Boss, said: "The launch of the BOSS ONE Bodywear collection marks another milestone and a new chapter in our long term strategic partnership with David Beckham.
"It is also a testament to our joint dedication to style and excellence. Bodywear is an iconic product group, and with this campaign, we aim to inspire customers and fans of the brand worldwide more than ever."
The BOSS ONE Bodywear collection consists of premium quality men’s underwear essentials, including trunks, briefs, tank tops and t-shirts in simple black and white. Crafted from a figure hugging blend of cotton and elastane, the selection "offers all-day comfort and confidence" (especially if you’re 50 with a body like Beckham).
The BOSS ONE Bodywear collection will be available on the brand’s website, at the dedicated pop-ups, in BOSS stores globally and via selected wholesale partners from tomorrow, 1 February.