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HUGO reveals new partnership with Red Bull Formula One team

Tom Bottomley
09 February 2024

HUGO, the younger of the two Hugo Boss brands, has announced a new partnership with Visa Cash App RB (VCARB) Formula One Team, one of two Red Bull-owned teams, starting this season as its official apparel partner.

In what is a first time venture into the world of F1 for the brand, the HUGO logo will be featured on the race suit and the teamwear, as well as on the car's livery.

The partnership will also continue off the track by offering limited-edition collections of fashion-forward performance wear and tailoring, the first of which will be revealed later this year.

HUGO will design and develop looks for the VCARB Team, including formal apparel for drivers Daniel Ricciardo and Yuki Tsunoda, along with a range of high performance race and travel wear for the entire team.

Daniel Grieder, CEO of Hugo Boss, said: "We are excited to deepen our involvement in motorsports by entering Formula 1 with HUGO. Partnering with the Visa Cash App RB Formula One Team will enable us to connect with Generation Z on a global scale and in a powerful way.

"We look forward to further driving the synergies between sports and fashion, to offer consumers new and unique opportunities to immerse themselves in the HUGO brand."

Yuki Tsunoda seen at the car launch at Visa Cash App RB, 2024 // Will Cornelius / Content Pool // SI202402080204 // Usage for editorial use only //

The new race wear designed by HUGO features graphic branding in bold colours and is comprised of water-repellent soft-shell jackets, vibrant t-shirts and lightweight stretch trousers, all "crafted from track-ready technical materials".

Nadia Kokni, SVP of Global Marketing and Brand Communications at Hugo Boss, said: "Riding the wave of excitement and engagement generated by fans, we plan to activate key races in the F1 calendar with spectacular brand moments. Our 360° approach will provide the HUGO community with access to unforgettable physical and virtual experiences, product drops, immersive pop-up experiences, and talent partnerships.

"With F1 being one of the fastest growing sports on social media and grounded in fan culture, HUGO will amplify its presence via emotional storytelling across all brand channels, while broadening its community with the most diverse audience of motorsports enthusiasts worldwide."

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