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How Hugo Boss links sponsorship into the Point of Sale

The concept’s focus was the global design and season-round contest ‘Dress me for the finale’ on the Hugo Boss website. Participants can use an online configuration tool to design a race suit that Lewis Hamilton and Jenson Button wear at the season finale. During the season, representatives from Hugo Boss and McLaren vote for a winner at every Formula One race weekend and the respective suit is worn by the drivers in the qualifying session of each race. From each weekend winner, the overall winning suit is voted for by the fans and both drivers wear it during the final race of the season.

The idea was obviously backed by a 360 degree activation concept including all online and social media channels, guerilla Marketing, store events, dealer promotions, specially designed show windows and a season-concluding charity event in support of “Save the children“.

The design contest was limited to the countries around every race location. The contest was announced via the Hugo Boss website (, a press release to all important fashion magazines and the Hugo Boss Facebook page ( Furthermore, a youtube movie explained how it works. More than 7,800 designs were submitted to the jury in the first three races! The site registered more than 310,000 visits during the same short period of time.

The link into the sales channels occurred through a specially designed ’30 years McLaren and Hugo Boss’ collection that is not only sold online, but also in all participating Hugo Boss stores. Together with a special retail marketing package, window design and store events with and without driver appearances, Hugo Boss offers its retailers comprehensive advertising possibilities and a great story.

Result: The Hugo Boss McLaren collection achieved a 44% higher sales rate into retail than any other collection. The grand finale of the campaign was an event at the end of the season with 800 invited guests where the suits designed by the fans throughout the year were auctioned for charity.

Conclusion: A great and creative activity in order to integrate sponsorship not only in communication but also in sales channels going far beyond logo placement.

Do you like the Hugo Boss sponsorship activation? How do you activate your sponsorship and link it to the point of sale? Pleased to hear from you!

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