Phygital Fashion Events : BOSS x Russell Athletic

The second installment of the ‘BOSS x Russell Athletic’ collection has launched with an accompanying phygital promotional experience.

Fans of the brands were invited to release events in Milan and the Kennedy Sports Centre, where the 60-piece collection was displayed in physical form. To build hype around the launch, the brands’ hosted a range of notable celebrities, including Gigi Hadid, Joan Smalls, Alton Aston, Irina Shayk, and more. In addition, they invited over 200 famous TikTokers to join and create content surrounding the event. Khaby Lame — a famous TikToker with over 113 million followers on the platform — closed the show.

Further blending the physical and digital realms, BOSS and Russell Athletic unveiled five unique NFT collegiate jackets, which they made available via TikTok. In order for a fan to get one of these exclusive digital collectibles, they had to participate in a promotional #BossMoves challenge on the video app.

Image Credit: BOSS