BOSS
This year's competition not only marks the beginning of a four-year partnership, but also the release of the new BOSS logo. The new logo features a more vivid bold font that is more modern in appearance and visually striking. The new BOSS branding will appear throughout the event and is a preview of the upcoming full-blown branding campaign in 2022.
Daniel Grieder, CEO of HUGO BOSS, said: "We are very pleased to unveil the new BOSS logo in Kitzbühel and to showcase the brand's new spirit here for the first time. The Hahnencombe Competition is a legendary event and is therefore the perfect place to witness this historic moment. We look forward to creating a unique experience for the players who come here to compete in the coming years and inspiring a global audience for skiing for the BOSS." ”
During the race, a bold new BOSS logo is displayed on banners and dynamic LED walls from the flag on the track to the start and finish areas, and there are large brand advertisements in the general event area.
Above the event area, the Fleckalmbahn, the most spectacular on the hill, will be stamped with the BOS brand attitude on the carriages, while the hot air balloons and paragliders flying over the summit will also be stamped with the bold BOSS logo.
In addition, BOSS drew inspiration from the brand's 2002 archives to release an exclusive limited edition silver ski jacket that both pays homage to past achievements and looks to a creative, exciting future. This unique jacket is adorned with patches celebrating the collaboration and an embroidered boss logo across the back, with recycled materials as padding. It also incorporates recco's patented technology, which enables the wearer to be quickly detected by rescuers, improving safety during movement. This jacket is available in limited editions and can be purchased on hugoboss.com.
The Hahnenkamm Competition is arguably the most grand and high-profile event in the International Alpine Skiing Competition. In Europe alone, more than 300 million people watch the legendary Streif ski slopes and the Ganslernhang ski race every year.