BOSS signs six of the world’s greatest footballers


BOSS signs six of the world’s greatest footballers

England striker Daniel Sturridge hopes his story will inspire others 

BOSS Parfums has signed not one but six of the world’s best footballers to front the launch of a new, emotionally charged promotional campaign for BOSS Bottled.

England striker Daniel Sturridge, Germany defender Mats Hummels and Spain midfielder Isco are stepping out of their football jerseys into BOSS Menswear to front the global campaign. James Rodriguez, Yohan Cabaye and Robin van Persie will represent campaigns in Latin America and Asia, France and the Netherlands respectively.

With the strapline “Success isn’t born. It’s made”, the initiative is the fourth of BOSS’s biannual soccer campaigns. Inspired by the BOSS man’s drive and ambition to define his own achievements, it champions the idea of success as the culmination of hard work, self-belief, and determination to pursue dreams, staying focused and overcoming challenges.

In short digital films directed by Chris Read, the players reveal how they have achieved success while music composed exclusively for the campaign by Golden Hum plays in the background. As the footballers share their stories, the films provide unique glimpses into their mindsets – capturing the ambition, determination and focus that has led them to realise their dreams, and become who they are today.

England striker Daniel Sturridge is the youngest player ever to win Premier League, FA Cup and Champions League medals, so he perfectly embodies the vitality and drive of the campaign, believes Boss. Daniel himself says: “Success is about believing in yourself and preparation. When you know what you can do, you have everything in your power to push for what you need to achieve your goals, which is why I am proud to be part of the ‘Success isn’t born. It’s made’ campaign. You rarely get second chances in life, and I hope my personal story will inspire others to make the most of every opportunity that comes their way.”

The new campaign will be represented on HUGO BOSS social channels with the hashtag: #SuccessIsMade.

BOSS Bottled has been encouraging men to achieve their personal ideals of success for more than 15 years. In honour of this journey, the brand has revealed that BOSS Bottled Unlimited will become a permanent fixture in its portfolio. A modern reinvention of a classic masculine fougère, the fragrance features invigorating green notes, zesty pineapple and enduring sandalwood. RRPs start at £45 for 50ml.

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