Boss Launches New Perfect Moment Collaboration At Hahnenkamm 2023

BOSS returned to the slopes as Presenting Partner of the Hahnenkamm Races in Kitzbühel, Austria, from January 16-22, 2023. This marked the second year of a four-year partnership between the premium German fashion brand and the legendary ski event. The Hahnenkamm weekend also served as a celebration of the launch of an exclusive collaboration between BOSS and skiwear brand Perfect Moment.

The BOSS x Perfect Moment capsule collection sees the casual, athleisure-driven aesthetic of BOSS united with Perfect Moment’s renowned expertise in performance sportswear. The two brands’ shared values of quality, fit and innovation come together in women’s, men’s and gender-neutral styles that deliver eye-catching looks both on and off the slopes.

Comprising hero silhouettes from existing Perfect Moment collections reworked in a bold color palette, the co-created capsule of duvet jackets, ski jackets, ski pants, all-in-one ski suits, salopettes, knitwear, base layers and accessories takes the wearer from the first chairlift of the day to the final run home, while also offering stylish après-ski looks.

On Friday evening, international press, influencers and VIPs joined the brand to celebrate the launch with an exclusive après-ski event at the BOSS Chalet. The venue, customized with bold BOSS x Perfect Moment branding, played host to a cocktail reception followed by dinner, DJ sets, live music and a dance show. A host of special guests attended the event, including Alica Schmidt, Khaby Lame, Naomi Watanabe, Jordan Barrett, Akam, Paola Locatelli and Nic Kaufmann.

During the day, visitors to the BOSS Chalet – located in a picture-perfect spot on the Ganslern Alm – enjoyed a spectacular view of the ski races and participated in an array of alpine activities, including ice picking, curling, and skiing.

The 23-piece BOSS x Perfect Moment capsule was showcased elsewhere at Hahnenkamm in striking BOSS style, with campaign imagery starring Jordan Barrett appearing on video walls, social walls and at the Kitz Race Club, an exclusive hospitality area decked out in BOSS branding for the weekend.

The BeyondKitz space hosted a dedicated 100sqm BOSS x Perfect Moment pop-up store, where visitors were invited to shop the new capsule. The more competitive among them took to the slopes virtually with a specially designed ski game, which offered the fastest racer the chance to win their own BOSS x Perfect Moment ski outfit.

As part of the partnership with the Hahnenkamm Races, the bold BOSS logo, unveiled during the 2022 brand refresh, featured prominently across the event space. The branding stood out at the top of the slopes – including on the Hahnenkamm start hut – and followed the competitors down the run, where the BOSS logo and monogram appeared on race flags, at the sides of the track, and on video walls. Innovative signage on the snow encouraged participants to “SKI LIKE A BOSS.”

Down in the finishing area, the grandstands for the event’s legendary Streif downhill slope and Ganslern slalom course were embellished with signature messaging from BOSS. Meanwhile, a hot air balloon and paragliders bearing the brand’s insignia hovered above the peaks.

On Saturday evening, the KITZ-RACE Club opened its doors for the KITZ-RACE Party 2023, presented by BOSS. The most exclusive party at Hahnenkamm, the event featured an exclusive gala dinner with special guests and live music.

“We were excited to be in Kitzbühel again this year. BOSS has a remarkable history with sports sponsorship, and this weekend marked a new chapter in our partnership with the Hahnenkamm Races. The action-packed event was also the ideal setting to showcase our BOSS x Perfect Moment collection on one of the world’s most legendary slopes. Our fans all over the world were able to experience this weekend’s most captivating moments via social media, as digital channels continue to play a key role in our marketing strategy,” said Daniel Grieder, CEO of HUGO BOSS.

The BOSS x Perfect Moment capsule collection is available at selected BOSS Stores around the world, at boss.com, and at perfectmoment.com/en-gb.

The Hahnenkamm Races are considered the most spectacular and impressive event in the international alpine skiing race calendar. The downhill race on the legendary Streif and the races on the Ganslernhang have over 300 million views every year in Europe alone.