The HUGO BOSS x EURO2020 Campaign | Ateliers AME


Written by



On the occasion of Euro 2020, Raphaël Varane, pillar of the defense of the France team and Real Madrid, is the new HUGO BOSS ambassador. A few days before the start of the European Soccer Championship, the brand react to this event with the help of its influencers for the #SuitChallenge.

Raphaël Varane joins the new soccer-inspired Boss Parfums campaign.

Hugo Boss has chosen soccer player Raphaël Varane to present the glasses and perfumes in his new Spring-Summer 2021 campaign. Professional soccer player Raphaël Varane is the central defender of the France team. Dynamic, mature, and honest, he is the quintessential HUGO BOSS man. For the “Unite to Celebrate” campaign, the brand is highlighting a collection that stands out for both new sporty forms and the use of classic designs. The line is in keeping with the spirit of the campaign based on the power of sport, inspiring emotions, and festive desires.

Finally, the collection is personalized with the hashtag #BOSSUNITED, visible on the inner side of the temples and by the soccer ball printed on the arches.

Hugo Boss SuitChallenge: Sport and Elegance

For the occasion, the brand is bouncing back on the #SuitChallenge, initially launched in 2019 to promote its Boss Bottled Infinite fragrance embodied by Chris Hemsworth.

The innovative operation calls on top-level athletes for an extraordinary experience: from perfume to costume, HUGO BOSS is guaranteed, whatever the circumstances.

Initially embodied by Australian actor Chris Hemsworth, Raphael Varane launches the challenge to the brand’s influencers like Hugo Philip, who treats us with the ball!

More Stories

Follow the journey