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BOSS Returns to Hahnenkamm Races 2024

With ski season upon us, BOSS returns to the Hahnenkamm Races on the slopes of Kitzbühel, Austria, as the Official Presenting Partner for the third year in a row. 

BOSS turned the winter weekend into the most stylish event to see and be seen at, with bold branding throughout the slopes, preparation zone, video walls, in the finish area, and even in the sky, with a BOSS hot air balloon and BOSS paragliding canopy. The interior of the Hahnenkamm start hut was also decked out in black, white, and camel, with the slogan “SKI LIKE A BOSS” to set the mood for the day.

The event was the perfect platform to present our latest BOSS x Perfect Moment collaboration. The capsule collection was on display in the ski-themed pop-up store within the event space. Guests could shop the collection and also the exclusive BOSS x Hahnenkamm Races fan items. The pop-up served as a place to come together before and after the races, as fans enjoyed creating personalized knitwear pieces, taking on the “BOSS Ski Challenge” virtual game, or taking in the view at the BOSS photo spot on the terrace while enjoying warm punch and waffles.

BOSS x Perfect Moment

Expanding our success from last year, the new capsule collection provides stand-out skiwear styles that keep quality, fit, and function front and center. Comprising of styles suited on and off the slopes like the softshell duvet jackets, ski pants in Perfect Moment’s hallmark flared cut, insulating all-in-ones, turtleneck slogan sweaters, knit hoodies, and thermal tops. All pieces are available in the classic BOSS neutral hues of black, white, and grey, and bold bursts of red with Perfect Moment’s signature star icon.
SHOP THE COLLECTION
Expanding our success from last year, the new capsule collection provides stand-out skiwear styles that keep quality, fit, and function front and center. Comprising of styles suited on and off the slopes like the softshell duvet jackets, ski pants in Perfect Moment’s hallmark flared cut, insulating all-in-ones, turtleneck slogan sweaters, knit hoodies, and thermal tops. All pieces are available in the classic BOSS neutral hues of black, white, and grey, and bold bursts of red with Perfect Moment’s signature star icon.
SHOP THE COLLECTION

LEADING IN DIGITAL

An extra special experience this weekend saw the unveiling of “Magic Moment”, the first project by a fashion brand that uniquely integrates smart technologies within a physical product, allowing the wearer to control their interactions in everyday moments. Thirty VIP guests saw their ski jacket from the BOSS x Perfect Moment capsule become a smart device thanks to a custom tag on their sleeve. The tag gave them access to races, ski slopes, and allowed for contactless payment thanks to technology created in collaboration with Mastercard.

Location

Location

Pop-up Store

Pop-up Store

BOSS Magic Moment Jacket

Kitz Charity Race

Hahnenkamm Races 2024

Star guests of BOSS — like singer Leony, former footballer Rúrik Gíslason, DJ and model Elias Becker, FIA Formula 3 racing driver Sophia Flörsch, and influencers Moritz Hau and Chiara King — attended the races and the exclusive KITZ RACE Party.

FURTHER INFORMATION

TO THE PRESS RELEASE

Read the press release here.

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SHOP THE COLLECTION

Shop your favorite pieces from the BOSS x Perfect Moment collection.

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BOSS AT THE HAHNENKAMM RACES 2023

BOSS was the star of the Hahnenkamm weekend, with the entire arena deckled out in brand logos, branding décor, campaign images – from the social and video walls to the exclusive Kitz Race Club, hot air balloons, paragliders, slopes, tracks, and race flags.

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