David Beckham Stars in Hugo Boss's First Major Underwear Campaign

The global campaign highlights Beckham's enduring appeal and marks a significant push for Hugo Boss's Bodywear category.

David Beckham, 49, is the face of Hugo Boss's first major underwear campaign for its Boss One Bodywear collection, showcasing his enduring global popularity.
The campaign, created by Trey Laird and photographed by Mert & Marcus, includes theatrical films, streaming ads, billboards, pop-ups, and vending machines worldwide.
Beckham collaborated on the product design, opting for subtle branding on the underwear rather than repetitive logos.
Hugo Boss views this campaign as a key strategy to boost its Bodywear category and reinvigorate sales after a challenging financial year in 2024.
Beckham's image as a family man and global icon aligns with Hugo Boss's brand values, making him a natural choice for this partnership.