YOUR “GO” MOMENT
Our colleagues stepped into the spotlight for our HUGO employee activation, answering a simple question: what’s your “GO” moment?
This season, HUGO celebrates early ambition and a new generation that moves on its own terms — the makers, creators, and instigators who turn doubt into drive, and friction into fuel. When the world says “too risky, too different, too new”, HUGO says “GO”.
RED MEANS GO
We complemented the global launch of HUGO Spring/Summer 2026 by inviting our colleagues to step into the campaign. At our headquarters, participants could select their favorite phrase from the six campaign statements — ranging from “Why couldn’t you be more like your brother?” to “But that might ruin your career” — before striking a pose for a professional photo against a bold red backdrop.
Check out the behind-the-scenes video to see the excitement and inspirational moments during the employee activation!
They then took their “GO” moments to LinkedIn, sharing powerful personal stories that show how they are redefining success — amplifying the spirit of “Red Means Go” for a broader audience.
SECOND WAVE
Hundreds of colleagues from our offices in Metzingen and Ticino joined the activation. In this next chapter, we spotlight seven of them and bring their stories of rejection, risk, challenge, and growth to the forefront — showing how every “no” can fuel a bold new “GO”.
We’re also excited to include our colleagues in Izmir, Türkiye, with their own photoshoot. By sharing their “GO” moments online, they kick off the second wave of the campaign and push the Red Means Go mindset even further.
Thank you to everyone for sharing your personal stories and becoming part of the HUGO Spring/Summer 2026 campaign. “Red Means Go” is more than a statement, it’s a mindset that our teams live every day.
