We are building on the success of CLAIM 5 with the next step of our strategy journey.

With CLAIM 5 TOUCHDOWN, we will refocus, refine, and realign our business to drive sustainable, profitable growth through 2028.

Watch the recording of the global town hall from December 3, 2025 to learn more about the new strategy.

Recorded town hall

Here is your compact CLAIM 5 TOUCHDOWN guide. We refocus today to prepare for tomorrow’s growth, looking at three fields of excellence:

If you have any further questions, or want to learn more about our strategic update, reach out to: group_strategy(at)hugoboss.com.