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  3. HUGO Partnership with Visa Cash App RB Formula One Team

HUGO Partnership with Visa Cash App RB Formula One Team

19 Feb 2024
  • How does the collaboration between HUGO and the Visa Cash App RB Team for the 2024 F1 season showcase the fusion of fashion and motorsport?
  • What key strategies does Nadia Kokni highlight in reaching and engaging the diverse audience of motorsports enthusiasts globally?

In a groundbreaking move that merges the high-speed world of Formula One™ with the cutting-edge style of HUGO, the Visa Cash App RB Formula One™ Team has proudly announced a dynamic collaboration with HUGO, marking the brand as the Official Apparel Partner for the upcoming F1™ season. This partnership is set to redefine the boundaries of style both on and off the race track, injecting a bold and sophisticated aesthetic into the adrenaline-fueled atmosphere of Formula One.

Unveiling of HUGO's Arrival in F1

Unveiling of HUGO's Arrival in F1

Starting from the commencement of the 2024 F1™ season, the unmistakable HUGO logo will adorn the race suits, teamwear, and the sleek machines themselves. The partnership extends beyond the race circuit, promising a series of limited-edition capsules that encapsulate HUGO's signature tailoring with fashion-forward performance wear and stylish fanwear. This collaborative effort will showcase the fusion of fashion and motorsport, reflecting HUGO's commitment to innovation and style. HUGO will not only grace the team's apparel but will also play a pivotal role in designing formal attire for the Visa Cash App RB Team's drivers, Daniel Ricciardo and Yuki Tsunoda. The collaboration goes further, encompassing a range of high-performance race and travel wear for the entire team, ensuring they exude style both on and off the track.

The race wear crafted by HUGO features graphic branding in bold colors and the distinctive metallic bull logo. Water-repellent soft-shell jackets, vibrant T-shirts, and lightweight stretch trousers, all made from track-ready technical materials, showcase the perfect blend of fashion and functionality. The team's travel outfits echo HUGO's iconic style, with laid-back essentials adorned with metal-stacked logos and signature red box branding.

Spectacular Launch Event in Las Vegas

Spectacular Launch Event in Las Vegas

Peter Bayer, CEO of Visa Cash App RB Formula One Team, expressed excitement about the partnership, stating, “Expression and style are critical and go hand in hand with success. Together with HUGO, we look forward to disrupting the fashion form of F1 and redefining the boundaries of what that means both at and away from the track.”

Daniel Grieder, CEO of HUGO BOSS, shared his enthusiasm, saying, “Partnering with the Visa Cash App RB Formula One Team will enable us to connect with Generation Z on a global scale and in a powerful way. We look forward to further driving the synergies between sports and fashion, offering consumers new and unique opportunities to immerse themselves in the HUGO brand.”

The collaboration kicked off in style with a spectacular event in Las Vegas on February 8th, where the HUGO branding on the car livery and teamwear was unveiled. The event featured high-energy performances from Kendrick Lamar and Baby Keem, creating an electrifying atmosphere. Visa Cash App RB drivers, Daniel Ricciardo and Yuki Tsunoda, made a stylish appearance in head-to-toe HUGO looks, alongside a lineup of inspiring VIPs.

Nadia Kokni, SVP of Global Marketing and Brand Communications at HUGO BOSS, outlined the brand's strategy, stating, “Our 360° approach will provide the HUGO community with access to unforgettable physical and virtual experiences, product drops, immersive pop-up experiences, and talent partnerships.” With F1 being one of the fastest-growing sports on social media, HUGO aims to amplify its presence through emotional storytelling across all brand channels, connecting with the diverse audience of motorsports enthusiasts worldwide.

Wael Nakhle

BY Wael Nakhle

Wael is an automotive content writer specializes in creating written content for Motor 283. Producing a wide range of content, including blog posts, articles, product descriptions, reviews, and technical guides related to cars, trucks, motorcycles, and other vehicles, with an unprecedented passion for cars, and motorcycles.

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