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BOSS and Russell Athletic reveal new collection with unique Milan experience

With Gigi Hadid, Khaby Lame, Irina Shayk, Joan Smalls and more.

Game day has arrived. A crowd of more than 1,300 headed to Kennedy Sport Center in Milan on Thursday, 23 September to take part in an action-packed, phygital experience celebrating the launch of the second BOSS x Russell Athletic collection.

Capturing the collective spirit of team sports and the excitement of a big game, the interactive event broke the fashion week mold in spectacular style. With food trucks, mascots, cheerleaders, and more, it was an unforgettable day in Milan as one of fashion’s most talked-about collaborations stepped up to a whole new level. Action on the field was matched by phenomenal digital buzz around the world, with numerous social media stars sharing the experience online and the collection already shoppable on Instagram.

Modeling icon Gigi Hadid kicked off proceedings, stepping out to the sounds of the ‘90s played by the Triuggio Marching Band. Gigi was joined by an of-the-moment cast, including Irina Shayk, Joan Smalls, Cindy Bruna, Alpha Dia, Alton Mason, and Adut Akech, as 60 looks were presented for Pre-Spring 2022. Completing the all-star line-up was top German athlete Alica Schmidt, who made her modelling debut at the baseball-themed extravaganza.

Closing the show was TikTok creator Khaby Lame. After attracting an incredible 113 million followers in just 18 months with his channel, Khaby made the exclusive appearance to mark his first-ever partnership with a fashion brand.

Social media royalty Chiara Ferragni, Fedez, Fai Khadra, Avan Jogia, and Benji Krol were among nearly 200 creators and influencers in the crowd, which also included TikTok stars Elevatorboys, Younes Zarou, and Elisa Maino. The event marks a major milestone in the brand’s history as its debut social-first event.

Bringing a fresh perspective to retro Americana references, the co-created pieces unite BOSS tailoring expertise with the sportswear aesthetic of Russell Athletic. Pieces from the BOSS Pre-Fall and Pre-Spring collections were also part of the event, which was livestreamed globally on TikTok, Instagram, and YouTube, as well as LinkedIn.

Five unique #BOSSxRussellAthletic NFT collegiate jackets have been made available on TikTok to mark the launch. Fans are invited to step up to the plate and show off their #BOSSMoves for a chance to receive one, as well as a redeemable twin of each design and a wearable filter. The winners will be able to wear their jacket both physically and digitally, while owning the unique NFT. TikTokers who create their own #BOSSxRussellAthletic baseball trading card will be entered automatically into the draw, which takes place on October 23.

All the new styles were immediately shoppable on as well as Instagram, where a #BOSSMoves filter and gif stickers in Stories invite individuals to create their own fun spin on today’s action.


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