Collaboration - 1/22/24
To welcome ski season in style, BOSS has made a comeback on the slopes. The brand returned as Presenting Partner of the legendary Hahnenkamm Races, which took place from January 15-21, 2024, in Kitzbühel, Austria.
As the brand of choice for both style and sports enthusiasts, BOSS made its presence known at various touchpoints throughout the event, which heightened the excitement and connected the power of sport and competition to the brand’s core message, “Be Your Own BOSS.”
In line with the “Lead in Digital” pillar of its CLAIM 5 strategy, BOSS unveiled “Magic Moment”, the first project to be launched by a fashion brand that uniquely combines smart technologies into one integrated solution within a physical product to enable users to directly control their product interaction with everyday moments.
This includes such features as event access, activating product ownership and making contactless payments. 30 VIP guests were offered a unique experience that saw their ski jacket from the latest BOSS x Perfect Moment capsule transformed into a smart device, thanks to a custom tag on the sleeve containing various technologies that were personalized to the individual wearer’s needs for the weekend.
After connecting their jacket to their mobile device, guests received access to a personalized web app that enabled them to unlock unique experiences. Then, simply with a single tap of their jacket sleeve, guests could access the races, ski slopes, and exclusive pop-up store gifting experience hosted by BOSS. In addition, contactless payment technology was integrated into the jacket, created in collaboration with Mastercard®, allowing users to make contactless payments anywhere by simply tapping their jacket sleeve.
The pop-up at the event also boasted a range of exclusive BOSS x Hahnenkamm Races fan articles – including co-branded hoodies, T-shirts, beanies, and caps – and treated customers to a range of unique experiences, from the opportunity to personalize knitwear pieces, to take on the “BOSS Ski Challenge” virtual game, or to create memorable content at the BOSS photo spot on the pop-up’s terrace.
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