The launch began with a bit of baseball, cheered on by vibrant mascots and live commentary. They were followed by the iconic marching band who then set the stage for the cheerleaders in their orange-white outfits and jaw-dropping moves. Just like that, it was time for the unveiling of the collection. Gigi Hadid led the model line-up presenting the collection, that also included Irina Shayk, Joan Smalls, Cindy Bruna, Alpha Dia, Alton Mason, and Adut Akech, among others. TikTok sensation Khaby Lame closed the show, which wouldn’t have been complete without the BOSS x Russell Athletic food trucks serving game-day classics including popcorn, hot dogs, and ice cream.
Over 200 digital creators and social media influencers, including Chiara Ferragni, Fedez, Fai Khadra, Avan Jogia, and Benji Krol, as well as TikTok stars Elevatorboys, Younes Zarou, and Elisa Maino took part in the launch experience.