When the newly-inked partnership between BOSS and David Beckham was announced mid-2024, both sides were very clear that we were set to witness a different kind of celeb x brand collaboration—an area that both have plenty of experience in.
The first shoots of the multi-year creative collab began to bud towards the end of last year, all hinting at a partnership that would really start to branch out as 2025 progresses. But before you get to the bloom, you to have to make sure the roots are right, and when it comes to working with a style icon with a reputation the size of David Beckham, it’s okay to rework the old classics, and by that we me, the underwear segment.
Simply put, few people on the planet look better in their pants than David Beckham.
It’s not even up for debate, it’s hard facts as evidenced by his previous role as the, ahem, face of major underwear campaigns for Calvin Klein and H&M. But, as we mentioned before, the new partnership with BOSS is going to be different.
With the recent drop of the new BOSS ONE Bodywear collection, this is a call-and-raise bid into the space from the German brand, who are now armed with one of the most seasoned assets ever to play in that space. The amount of experience, product knowledge, and marketing stardust that Beckham brings into this sector alone, really cements that the BOSS and David Beckham collab is going to be something else.