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Just one name says it all: David Beckham stars in new BOSS ONE BODYWEAR Campaign

BOSS_visual 2.web

Just one name says it all: David Beckham stars in new BOSS ONE BODYWEAR Campaign

Just one name says it all: David Beckham stars in new BOSS ONE BODYWEAR Campaign

BOSS_visual 2.web

David Beckham is the face of the new BOSS underwear campaign, marking the launch of his BOSS ONE Bodywear collection, created under the direction of the legendary fashion photography duo, Mert and Marcus. “The launch of the BOSS ONE Bodywear collection marks a new milestone and a new chapter in our long-term strategic partnership with David Beckham. It is also a testament to our shared commitment to style and excellence. Underwear is an iconic product group, and through this campaign, we aim to inspire our customers and brand fans around the world more than ever,” said Daniel Grieder, CEO of HUGO BOSS.

The BOSS ONE Bodywear collection includes essential premium men’s underwear pieces such as boxers, briefs, tank tops, and T-shirts in minimalist shades of black and white. Made from a blend of cotton and elastane that contours the body, the selection offers comfort and confidence throughout the day. The campaign, designed by Team Laird, brings Mert and Marcus’ distinctive cinematic style to video and impressive photographs featuring Beckham, seen arriving in a classic sports car and entering an industrial apartment in New York. On screen, Beckham invites the viewer into his world, returning home after a busy day to the powerful beat of “In the Air Tonight.” Prepare for boldness and a surprise element, as Beckham reveals the new black BOSS ONE boxer briefs.

“I once said that my days of modeling underwear were over, but when BOSS shared their ambition for this collection and brought my good friends Mert and Marcus to execute the campaign with their brilliant creative ideas, I simply could not refuse,” said David Beckham. “The new BOSS ONE collection is impeccably made. I am proud to support BOSS in our long-term strategic partnership through this campaign.”

To round off Beckham’s appearance in the BOSS ONE Bodywear campaign, BOSS officially launched the BOSS ONE Bodywear collection at an exclusive event on January 30, 2025, at Lightroom in King’s Cross, London. The event, hosted in the spectacular underground venue Lightroom, featured the BOSS ONE Bodywear campaign to attendees on 360° screens. Throughout the evening, captivating light shows filled the space, welcoming guests on arrival, building excitement for the campaign film projection, and later drawing them to the dance floor. Golden Martinis, freshly prepared on-site by the luxury gin brand Seventy One, and performances by DJs Mark Ronson and Honey Dijon completed a spectacular evening.

The launch of BOSS ONE Bodywear is supported by a 360-degree marketing campaign. For the first time in BOSS brand history, Beckham will captivate audiences both in cinemas and at home, appearing in campaign clips for BOSS ONE Bodywear on big screens and streaming platforms such as Amazon Prime, Netflix, HBO Max, Paramount Plus, and Sky TV. Large photographs of Beckham wearing BOSS ONE will be displayed on billboards and high-traffic locations, as well as in BOSS stores and major department stores worldwide. On social media, the BOSS ONE Bodywear campaign will gather nearly 100 influential personalities of the moment, who will showcase BOSS ONE pieces on various platforms. Additionally, a first for the brand: BOSS ONE Bodywear vending machines will be placed in key locations across Europe and the USA, offering iconic products from the collection in an interactive and fun way. Moreover, over 100 dedicated pop-up stores will be opened in premium locations worldwide, presenting the first full launch of the BOSS ONE Bodywear collection.

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