BOSS x Russell Athletic Collection Launches with a TikTok-Focused Event
Niko Pajkovic — October 1, 2021 — Tech
The second installment of the 'BOSS x Russell Athletic' collection has launched with an accompanying phygital promotional experience.
Fans of the brands were invited to release events in Milan and the Kennedy Sports Centre, where the 60-piece collection was displayed in physical form. To build hype around the launch, the brands' hosted a range of notable celebrities, including Gigi Hadid, Joan Smalls, Alton Aston, Irina Shayk, and more. In addition, they invited over 200 famous TikTokers to join and create content surrounding the event. Khaby Lame -- a famous TikToker with over 113 million followers on the platform -- closed the show.
Further blending the physical and digital realms, BOSS and Russell Athletic unveiled five unique NFT collegiate jackets, which they made available via TikTok. In order for a fan to get one of these exclusive digital collectibles, they had to participate in a promotional #BossMoves challenge on the video app.
Image Credit: BOSS
Fans of the brands were invited to release events in Milan and the Kennedy Sports Centre, where the 60-piece collection was displayed in physical form. To build hype around the launch, the brands' hosted a range of notable celebrities, including Gigi Hadid, Joan Smalls, Alton Aston, Irina Shayk, and more. In addition, they invited over 200 famous TikTokers to join and create content surrounding the event. Khaby Lame -- a famous TikToker with over 113 million followers on the platform -- closed the show.
Further blending the physical and digital realms, BOSS and Russell Athletic unveiled five unique NFT collegiate jackets, which they made available via TikTok. In order for a fan to get one of these exclusive digital collectibles, they had to participate in a promotional #BossMoves challenge on the video app.
Image Credit: BOSS
Trend Themes
1. Phygital Fashion - Fashion brands are creating phygital experiences to promote new collections and build hype using social media platforms like TikTok.
2. Celebrity and Influencer Collaborations - Combining celebrities and influencers with fashion collections create a buzz that draws the attention of fans and generate user-generated content.
3. NFT Collectibles - Offering exclusive limited edition NFT collectibles provides an opportunity for fans to own a unique piece of digital fashion art.
Industry Implications
1. Fashion Industry - Fashion brands can innovate by creating phygital events and collaborations that merge physical and digital realms, tapping into social media platforms like TikTok.
2. Sports Industry - Sports brands can use fashion collaborations as a way to build visibility for their products beyond the typical sports market.
3. Art and Technology Industry - Creating exclusive digital fashion collectibles as NFTs bridges the traditional gap between art and fashion industries while using blockchain technology.
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