The #BeYourOwnBOSS global campaign features top models Kendall Jenner, Hailey Bieber, Joan Smalls, rapper Future, TikTok star Khaby Lame, singer and actor Lee Minho, professional boxer Anthony Joshua, tennis champion Matteo Berrettini, and runner Alica Schmidt. Out of the cast, Lee Minho turned out to be the most beloved talent in terms of engagement on social media globally.

The activation across all consumer touch points, leading with an impressive digital activation on the launch date by more than 200 talents posting their personal BOSS stories on Instagram, Weibo, Red, and WeChat with images of themselves wearing the signature BOSS hoodie, created a phenomenal digital buzz around the world.

Milan, Italy

The results

200 influencers | 1,9 B impressions | 329M reach | 75M engagements