This January, David Beckham features in the new BOSS underwear campaign, as the brand unveils its BOSS ONE Bodywear collection, directed by the legendary fashion photography duo Mert and Marcus.
“The launch of the BOSS ONE Bodywear collection marks another milestone and a new chapter in our long-term strategic partnership with David Beckham. It is also a testament to our joint dedication to style and excellence. Bodywear is an iconic product group, and with this campaign, we aim to inspire customers and fans of the brand worldwide more than ever,” says Daniel Grieder, CEO of HUGO BOSS.
The BOSS ONE Bodywear collection comprises premium-quality men’s underwear essentials, including trunks, briefs, tank tops, and T-shirts in minimalist black and white tones. Made from a figure-hugging blend of cotton and elastane, the collection promises all-day comfort and confidence.
The campaign, designed by Team Laird agency, features Mert and Marcus’s signature cinematic style in stunning video and stills of Beckham. The campaign opens with Beckham arriving in a classic sports car and entering a New York City warehouse apartment.
On screen, Beckham invites the viewer in as he returns home for the day, set to the pulsing beat of the iconic track “In the Air Tonight.” Brace for boldness and surprise as Beckham reveals the new black BOSS ONE Bodywear trunk.
“I once said that my bodywear modelling days had come to an end, but when BOSS shared their ambition for the range and brought in my good friends Mert and Marcus to shoot the campaign with their brilliant creative ideas I simply couldn’t refuse,” said David Beckham. “The new BOSS ONE collection is beautifully made. I’m proud to support BOSS in our long-term strategic partnership with this campaign.”
To celebrate Beckham’s role in the BOSS ONE Bodywear campaign, BOSS held an exclusive launch event on 30th January 2025 at Lightroom in Kings Cross, London.
The event, hosted at the striking subterranean Lightroom exhibition space, showcased the BOSS ONE Bodywear campaign on 360° screens. Throughout the evening, immersive light shows greeted guests upon arrival, building excitement for the campaign film screening. The event continued with golden Martinis crafted by luxury gin brand Seventy One and performances by DJs Mark Ronson and Honey Dijon, making for a truly spectacular night.
The BOSS ONE Bodywear launch is backed by a 360-degree marketing campaign. In a brand first for BOSS, Beckham will appear in campaign clips on the big screen and on streaming platforms like Amazon Prime, Netflix, HBO Max, Paramount Plus, and Sky TV.
Larger-than-life stills of Beckham in his BOSS ONEs will appear on billboards and in high-traffic locations, as well as in BOSS stores and department stores globally. On social media, the BOSS ONE Bodywear campaign will feature nearly 100 talents of the moment showing off their BOSS ONEs across various platforms. Additionally, BOSS ONE Bodywear vending machines will be placed at key locations in Europe and the US, selling hero products from the collection in a fun, interactive way. Over 100 pop-ups will also appear in premium retail locations worldwide, showcasing the first drop of the BOSS ONE Bodywear collection.
