David Beckham fronts Boss's first extensive underwear campaign, marking a significant shift for the German apparel brand. The campaign, created by Trey Laird and shot by Mert & Marcus, features Beckham stripping down to his Boss One Bodywear trunks in a warehouse setting. It will be showcased through various channels, including theaters, streaming platforms, billboards, retail stores, and pop-up shops.
It will be the first true underwear campaign for the German apparel brand and the marketing plan is extensive. It was created by Trey Laird and his Team Laird agency and photographed by Mert & Marcus who shot both stills and video of Beckham. The former soccer player pulls up in a classic sports car wearing a suit and enters a dimly lit warehouse apartment. There, he strips down to his Boss One Bodywear trunks.
“This is our biggest campaign since the launch of Claim 5,” he said, referring to a growth strategy unveiled in August of 2021 that included a refresh of the Boss brand to target a younger customer. This month, he was more upbeat. “You know, 2024 was a difficult year for nearly all brands. I think the world was kind of upside down from all perspectives, and it was for our customers. There was less traffic and people were not in a mood to buy. I cannot talk about the year-end yet, but we had a better second half than the first half. So things eased a bit up.”
DAVID BECKHAM BOSS UNDERWEAR MARKETING CAMPAIGN POP-UP SHOPS
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