The launch of Boss x Russell Athletic proves the combined energy of two iconic brands with a basketball-inspired film marks the release of the collaboration in playful, fun, and uplifting style.
Set in a locker room and on a basketball court, the film depicts a basketball squad who celebrate after being crowned the season’s champions. The team – including Ashley Graham, Bella Hadid, Precious Lee, Lucky Blue Smith, Keith Powers, and more – dances, poses and parties together as it showcases the new Boss x Russell Athletic collection with nothing but good vibes.
Drawing on both brands’ archives, the collection of off-court classics includes many unisex styles, and features a retro-inspired BOSS x Russell Athletic logo.
Creative conception and production of the launch party was orchestrated by premier special events company villa eugénie at Gotham Hall in New York. The film is accompanied by a high-profile, 360- degree digital campaign that adds more global talent to the team, including social media superstars Maluma, Winnie Harlow, and Mina El Hammani.
The collection is now available online at Boss.com and in stores worldwide. From March 31st, personalized Boss x Russell Athletic sweatshirts will be available exclusively online. Customers can add up to four varsity-style letter patches to the back yoke to create an individual design.