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BOSS is proud to be the Official Partner of the legendary Hahnenkamm Races in Kitzbühel, Austria, taking place January 21 – 23, 2022. With this partnership, the German fashion brand celebrates its return to skiing sponsorships and support for winter sports after a long break.

This year’s race marks not only the start of a four-year partnership but also the introduction of the new BOSS logo with a notably bolder graphic typeface conveying a contemporary look and impactful visual experience. The new BOSS branding will appear throughout the event and is a teaser of a more comprehensive brand refresh planned for 2022.

"We are very excited to unveil our new BOSS logo in Kitzbühel and to present the new spirit of the brand here for the first time. The Hahnenkamm Races are legendary, making them the perfect setting for such a historic moment. We look forward to creating unique experiences for the visitors off the slopes in the years to come, and to inspiring a global audience for BOSS," says Daniel Grieder, CEO of HUGO BOSS.

From flags on the course to banners and animated LED walls at the start and finish zones, the run will be lined with the striking new BOSS logo while the general event area will feature branded take-overs.

Looking skywards, a gondola on the Fleckalmbahn, the most impressive cable car on the mountain, will also be stamped with BOSS attitude, and a hot air balloon and paragliders will be emblazoned with the bold BOSS logo as they journey around the peak.

Diving back into the archives of 2002, BOSS reveals an exclusive limited-edition silver ski jacket that both nods to past achievements while setting sights on an innovative and thrilling future for the brand. Detailed with patches celebrating the partnership and a large BOSS embroidered lettering across the back, this unique piece is padded with recycled materials. This jacket even includes patented RECCO® technology that enable the wearer to be found by rescuers for increased safety on the slopes. A limited number of the jackets will be available to purchase on

The Hahnenkamm Races are considered the most spectacular and impressive event in the international alpine skiing race calendar. The downhill race on the legendary Streif, and the races on the Ganslernhang get over 300 million views every year just in Europe alone.

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