Following its new growth strategy of boosting brands and targeting younger customer groups, HUGO BOSS celebrated the launch of its second BOSS X Russell Athletic capsule collection with an action-packed phygital experience. The physical collection presentation in a baseball stadium in Milan only set the stage for the extensive activation on social media. The event was designed to be a "postable" moment at every twist and turn. With a global streaming across the BOSS channels, all customers were given a digital front row seat....

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