David Beckham proves his enduring appeal with BOSS‘ latest foray into premium underwear. The football legend and style icon lends his magnetic presence to the BOSS ONE Bodywear campaign, marking another significant milestone in his partnership with the luxury brand.
Renowned photographers Mert Alas and Marcus Piggott, who collaborated with Team Laird on the video and stills, capture Beckham’s natural charisma in a stunning New York City loft setting, set to Phil Collins’ powerful “In the Air Tonight” soundtrack. He arrives at a New York loft in a vintage car, quickly changes into his underwear and looks completely at ease. The dim lighting is reminiscent of 1980s crime movies. Beckham exudes confidence – a mix of classic BOSS sophistication and fresh audacity.
But New York never sleeps. Across the street, partygoers spot Beckham through his loft window, sparking a hilarious game of peekaboo. Beckham, unaware he’s being watched, casually removes his BOSS briefs, delighting the crowd. When he finally notices, he grins and waves, his charm on full display.
The ad draws viewers into Beckham’s world as he relaxes at home, the steady beat of the song setting the tone. The big moment? Beckham reveals the new black BOSS ONE Bodywear trunks, combining daring style with quiet confidence.
The BOSS ONE Bodywear line presents minimalist black and white essentials in premium cotton-elastane blends. The carefully designed pieces include trunks, briefs, tank tops and t-shirts, with a focus on superior comfort and sophisticated styling.
Daniel Grieder, CEO of HUGO BOSS, shares his enthusiasm: “The launch of the BOSS ONE Bodywear collection marks another milestone and a new chapter in our long-term strategic partnership with David Beckham. It is also a testament to our joint dedication to style and excellence. Bodywear is an iconic product group, and with this campaign, we aim to inspire customers and fans of the brand worldwide more than ever.”
The British style icon himself is candid about his return: “I once said that my bodywear modelling days had come to an end, but when BOSS shared their ambition for the range and brought in my good friends Mert and Marcus to shoot the campaign with their brilliant creative ideas I simply couldn’t refuse.”
Beyond the imagery, the campaign’s reach extends to innovative marketing. For the first time, BOSS will air cinematic clips on streaming platforms such as Netflix and Amazon Prime, while billboards and vending machines in high-traffic areas will spotlight the collection. More than 100 social media influencers will showcase the bodywear line, and temporary pop-up shops will debut in premium retail spaces.
The BOSS ONE Bodywear collection will be available on boss.com, at dedicated pop-ups, in BOSS stores worldwide and through select BOSS wholesalers.
Stylist: Joe McKenna
Hair: Paul Hanlon
Make-up: Diane Kendal
Set design: Stefan Beckman
Production: January Productions
