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.