Hugo Boss Names Aston Martin F1 Motive force Fernando Alonso as Ambassador – WWD

Boss is furthering its stake in Method 1 with a pristine logo ambassador.

The German fashion logo unhidden Friday that it’s signing Aston Martin Method 1 motive force Fernando Alonso as its pristine logo ambassador. The signing comes nearest Boss launched into a long-term partnership with the Aston Martin crew in June 2022.

“When we think about Fernando Alonso, he is an icon,” mentioned Nadia Kokni, senior vice chairman of worldwide advertising and marketing at Boss. “He’s definitely a boss on the track and an icon of the sport. He’s also enjoying a renaissance — I don’t think people really could imagine that someone who has been at the top for so long could really have this renewed energy. For us, it’s amazing to be associated with someone who is a living legend and a boss of their domain.” 

As a Boss ambassador, Alonso will put on Boss for people engagements corresponding to crimson carpets and interviews. Alonso may even seem in promoting and social media campaigns, logo occasions and promotional actions.

“I’ve long been a fan of Boss and I’m thrilled to take on this new role as an ambassador within the larger scope of their sponsorship of the Aston Martin Formula 1 team,” Alonso mentioned. “I look forward to working closely with the brand and representing what it means to be a true Boss both on and off the racetrack.”

Endmost while, Boss launched into its partnership with Aston Martin to be the crew’s respectable fashion spouse. Boss has been designing the appearance for the Method 1 crew, together with formal attire for the race drivers and high-performance race and progress put on for the entire crew.

The partnership marked Boss’ go back to motorsports as a part of its brand refresh. Boss has a protracted historical past operating within the game courting again to 1972. Alonso’s ambassadorship is supposed to additional Boss’ presence in Method 1.

“[Alonso’s] whole ethos as an athlete is something that really resonates with our philosophy as a brand,” Kokni mentioned. “The whole thing about being your own boss — people that craft their own path and that whole energy and attitude really aligns with us. We have a rich and blessed history of working with iconic people who are leading their fields. There’s no doubt that someone like Alonso is perfect for us in that regard.”