David Beckham stars in the new BOSS underwear campaign, marking the launch of the BOSS ONE Bodywear collection, directed by iconic fashion photography duo, Mert and Marcus. “The launch of the BOSS ONE Bodywear collection marks another milestone in our long-term partnership with David Beckham, showcasing our shared dedication to style and excellence,” says Daniel Grieder, CEO of HUGO BOSS.
The BOSS ONE Bodywear collection features premium-quality men’s underwear essentials, including trunks, briefs, tank tops, and T-shirts in minimalist black and white hues. Crafted from a blend of cotton and elastane, the selection offers all-day comfort and confidence. The campaign, designed by Team Laird agency, captures Beckham in cinematic stills and video, as he arrives in a classic sportscar at a New York City warehouse apartment. The energetic beat of "In the Air Tonight" underscores Beckham’s return home as he reveals the new black BOSS ONE Bodywear trunk.
“I once said my bodywear modelling days were over, but when BOSS shared their vision and brought in Mert and Marcus, I couldn’t resist,” Beckham shares. “The new BOSS One collection is beautifully made, and I’m proud to support it.”
Supported by a 360-degree marketing campaign, Beckham will appear in BOSS ONE Bodywear campaign clips in cinemas and on streaming platforms such as Amazon Prime, Netflix, and HBO Max. The campaign also includes large-scale billboards and pop-ups in high-traffic locations worldwide. New BOSS ONE Bodywear vending machines will launch in Europe and the US, alongside over 100 dedicated pop-ups at premium retail locations.
The collection is available online at boss.com, in BOSS stores, and selected wholesalers.
