BOSS HOSTS VIP DINNER AND CELEBRATES THE FORMULA ONE® LAS VEGAS GRAND PRIX™
Formula One® returned to Las Vegas for the first time since 1982 – and BOSS was in town to make the occasion one to remember. Fueled by the uplifting spirit of the brand’s motorsports mantra, #RaceLikeABOSS, the weekend served as the perfect opportunity for BOSS to celebrate its enduring connection with sports, and create special moments for fans to enjoy and share.
On November 17, BOSS – together with Daniel Grieder, CEO of HUGO BOSS – hosted a VIP dinner in a private room at Hakkasan Restaurant, located in the iconic MGM Grand Hotel & Casino. High-profile attendees included Tiffany Haddish, Colin Kaepernick, Anthony Mackie, John Boyega, Nyjah, Bugha, Clix, Ellie Thumann, Don C, Breanna Stewart, Jamie Chadwick, and Trinity Rodman.
After dinner and drinks, guests continued on to the F1® Paddock Club™ in time for the start of the qualifying session at midnight. This was followed by a meet and greet with Aston Martin Aramco Cognizant Formula One Team® driver and BOSS brand ambassador, Fernando Alonso, on-site. The following day, guests joined BOSS to watch the main race, feeling the trackside excitement as they cheered on Alonso’s team and witnessed what it means to race like a BOSS.
“This return to Las Vegas, with its unique scenery, makes a perfect addition to the iconic locations of Formula One®. We are extremely excited to be present at this event with BOSS to inspire our fans. North America is an important market for us, and this event is a great opportunity for our brand and our company alike,” says Daniel Grieder, CEO of HUGO BOSS.
As the Official Fashion Partner of the Aston Martin Aramco Cognizant Formula One® Team, BOSS collaborated with the team throughout the weekend on a series of exciting activations, including a BOSS-branded, realistic racing simulator and a display of replica race suits and helmets at the BOSS store located in the Forum Shops at Ceasars Palace. BOSS also staged an exclusive photoshoot with the two Aston Martin F1® drivers, Alonso and his teammate Lance Stroll, prior to the race weekend, with both racing talents dressed in BOSS.
As F1® fans rolled into Las Vegas for the event, BOSS made its presence known around town with digital advertising installations. And, for those following the race action from home, BOSS captured the Las Vegas experience for its global fan base with engaging creative content shot on-location. This dynamic series of videos and imagery shines a spotlight on inspirational personalities who embody their own idea of what it means to be a BOSS.