BOSS RETURNS TO THE HAHNENKAMM RACES
It was an unforgettable weekend in Kitzbühel, as skiers took to the slopes for the legendary Hahnenkamm Races in Austria. The 2026 event on the iconic Streif marked BOSS’s fifth year as Presenting Partner, highlighting the brand’s commitment to alpine sports and competitive excellence.
Alpine ski racer Aleks Kilde, our BOSS brand ambassador, unfortunately had to postpone his return to action initially planned for Kitzbühel. Despite this temporary setback, Aleks made the most of his time in Austria, supporting the Service Team by welcoming skiers, handing out maps, and ensuring the smooth operation of the ski lifts.
“BE THE NEXT BOSS” was the central message of this year’s activation, with BOSS highly visible. Bold branding featured prominently, from the preparation zone and start hut, to the race flags, video walls, and finish area – and even the sky, thanks to a dedicated BOSS hot air balloon.
BOSS Hahnenkamm Race
Location
Alica Schmidt & Daniel Grieder
BOSS Hahnenkamm Race
Location
THE NEW BOSS SKI COLLECTION
