BOSS returns to the OMR Festival in Hamburg, Germany as a main sponsor for the 2024 event.

Since its inception in 2011 as the Online Marketing Rockstars Festival, the event has evolved into the OMR platform, focusing on digital economy and tech. Now, the festival is the biggest gathering in Europe for leaders, managers, and decision-makers from the digital economy, media, and marketing sectors.

We had a strong brand presence during the two-day festival, which included: a 225 square meter replica of the iconic BOSS Bar from our Metzingen headquarters onsite. It was the perfect place for attendees to get a drink and network between sessions. We also had a marketing campaign featuring ‘the BOSSes of OMR’, dressing OMR Founder Philipp Westermeyer in BOSS, as well as two speaking slots on the main stages and two masterclasses.


Our colleagues shared on stage how we work towards becoming the leading premium tech-driven fashion platform worldwide, by leveraging emerging technologies and the digital economy.

Carolin Westermann, Senior Vice President Global Corporate Communications, and Jan Philipp Wintjes, Executive Vice President Omnichannel, gave a keynote about how HUGO BOSS turns employees into fans. It was an exploration of how we see our employees as our greatest ambassadors and how we leverage our internal corporate influencer program — the Creators Club — to share their authentic voices on life #insideHUGOBOSS.

Jan Philipp shared the stage with Laura Kristin Kraus, Principal Omnichannel Management, in a masterclass session on “Driving omnichannel excellence at HUGO BOSS.” Attendees got a comprehensive look at our strategy, covering all touchpoints from retail, loyalty, to digital, across the world. They also shared more in-depth details about our focus on customer engagement and the future potential of omnichannel for the company.

Florian Reichelsdorfer, Head of Global Marketing HUGO, presented his masterclass on “PLANET HUGO: reaching Gen Z by expanding HUGO’s brand universe into the Metaverse”. The session focused on how the ‘younger’ brand leverages Web 3 and the Metaverse, exploring our NFT partnership with Imaginary Ones, and our recently launched PLANET HUGO with Roblox.


With the best and brightest in the industry all under the same roof, our presence at the festival allowed us to strengthen previous relationships and build new ones with key individuals and companies, opening opportunities for collaboration and growth.

With our CLAIM 5 pillars to “Lead in Digital” and “Drive Omnichannel”, OMR presented a golden opportunity to gain relevant market insights, expand our network, and engage with our target audience.



A perfect cut and fit, which customers all over the world appreciate. Two strong brands with distinct target groups. And our commitment to sustainability, culture and sports — that is who we are.


BOSS and HUGO are two strong brands that are clearly distinguished by their fashionable style but meet the same high standards of quality and fit, innovation and sustainability.


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