BOSS Launches Star-Studded AW24 Campaign with David Beckham in the Spotlight

BOSS has unveiled its new AW24 campaign titled "It’s for Life," featuring former footballer David Beckham as the lead. This marks Beckham's first campaign since the announcement of his strategic partnership and design collaboration with BOSS in May 2024.

BOSS has unveiled its new AW24 campaign titled "It’s for Life," featuring former footballer David Beckham as the lead. This marks Beckham's first campaign since the announcement of his strategic partnership and design collaboration with BOSS in May 2024.

Beckham commented, "It’s great to be a part of this BOSS campaign for AW24, marking an exciting start to my long-term ambassadorship with BOSS."

Joining Beckham in the campaign are Nigerian singer-songwriter Burna Boy, South Korean actor Lee Jong-suk, and Italian tennis player Matteo Berrettini, who returns as the brand ambassador for BOSS’s licensed watches, jewelry, and eyewear.

Also featured are returning talents Brazilian supermodel Gisele Bündchen and legendary model Naomi Campbell, who is also a brand ambassador for the season across BOSS watches, jewelry, and eyewear.

The campaign showcases each talent in an "elevated office setting and tailored looks." The CorpCore theme continues from what was presented at the BOSS AW23 show last September.

The launch will be supported by a comprehensive marketing strategy with large-scale outdoor advertising in 29 key cities around the world.

Alongside the AW24 campaign, BOSS will feature behind-the-scenes audio clips on Threads with key talents and conduct polls and questions to "engage BOSS fans and build excitement" around the campaign.