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Hugo Boss have sponsored Alex Thomson Racing (ATR) since 2003, making their relationship one of the longest and most coveted in sailing and sports sponsorship. Competing in the IMOCA 60 class, the team is at the forefront of sailing’s most extreme form of single-handed ocean racing.
The relationship between ATR and Hugo Boss is based on the shared values of performance and technology. As such the brief to create a new livery for the iconic Hugo Boss boat demanded an inspired, innovative approach which pushed the boundaries of what was possible.
Instead of following the conventions of sailing sponsorship – simply applying the sponsor’s logo to the boat and sail – we approached the brief from a deeper branding perspective.
After three intensive months’ of close collaboration with Alex Thomson Racing and Hugo Boss, we overcame technical challenges to create a composite surface that emphasises the performance and technical pedigree of the team. The result is an eye-catching new livery with a stunning chromed hull – which looks as effective and efficient as it performs.
The boat launched in spring 2012, and since then Alex Thomson has sailed single-handedly around the world in the non-stop Vendée Globe race and finished in third place – knocking a spectacular 8 days of the British record.