BOSS x Russell Athletic

What happens when two innovators in different fields get together? They create a completely new space fit for a new generation. Meet BOSS x Russell Athletic: the collaboration fusing the art of tailoring with the nostalgic storytelling of classic sportswear. To launch the collection, BOSS hosted an innovative digital event on at on March 24 with a star-studded cast.

The launch of BOSS x Russell Athletic proves the combined energy of two iconic brands is impossible to contain. To the sound of classic hip hop track Jump Around by House of Pain, a basketball-inspired film marks the release of the collaboration in playful, fun, and uplifting style.

Set in a locker room and on a basketball court, the film depicts a basketball squad who celebrate after being crowned the season’s champions. The team – including Ashley Graham, Bella Hadid, Precious Lee, Lucky Blue Smith, Keith Powers, and more – dances, poses and parties together as it showcases the new BOSS x Russell Athletic collection with nothing but good vibes.

Drawing on both brands’ archives, the collection of off-court classics includes many unisex styles, and features a retro-inspired BOSS x Russell Athletic logo. BOSS x Russell Athletic is now available online at boss.com and in stores worldwide. From March 31, personalized BOSS x Russell Athletic sweatshirts will be available exclusively online.

Creative conception and production of the launch party was orchestrated by premier special events company villa eugénie at Gotham Hall in New York. The film is accompanied by a high-profile, 360-degree digital campaign that adds more global talent to the BOSS x Russell Athletic team, including social media superstars Maluma, Winnie Harlow, and Mina El Hammani.

TIKTOK CHALLENGE #BOSSUpYourGame

The multi-channel #BOSSxRussellAthletic social media activation will include a TikTok challenge, #BOSSUpYourGame. Inspired by the teaser phase of the social campaign on Instagram, starring NBA star Dennis Schröder, it invites creators show off their skills using the signature BOSS Athletic pink basketball.

To the 90s sounds of I Wish by Skee-Lo, TikTok creators including Desi, Levin Hotho, The Sharp Twins, Tega Alexander, and Kayliah Balou will turn the channel into their very own basketball court. The challenge will be kicked off by selected tastemakers in the UK, France, Germany and Russia between March 24 and April 1.

All footage was produced in New York in accordance with all applicable hygiene rules and regulations.