Fashion show? Locker room celebration? Dance off? Whatever is it, we want to be a part of it. The BOSS x Russell Athletic digital launch has us wishing fashion shows never went back to being in-person.
The six-and-a-half-minute video is a visual display of the inspiration for the collection: fun, fresh, sporty, and filled with 90’s nostalgia.
The basketball-inspired film sees a team—stacked with the likes of Bella Hadid, Ashley Graham, Precious Lee, Taylor Hill, Lucky Blue Smith, and more—celebrating a championship win in the locker room and offers a candid look at the joy of human connection.
As models hype each other up, show off their best dance moves, and laugh in unison, viewers see the BOSS x Russell Athletic collaboration in all its glory. A testament to the collection’s balance of style and functionality—and a stark difference from the pre-COVID-19 solo walk on a runway.
Backed by the sounds of classic hip hop, the scene invites you in and makes you wish you were a part of the team, uniform and all.
The collection itself evokes nostalgia for the days pre-iPhone but post-leg warmers. The 90’s vibes are undeniable with the athletic-style logo and classic fits, many of which are unisex. The collection is sure to be a hit with Gen Z and their preference for loose-fitting clothing, while also having Millenials reach for the shelves with the desire of dressing like “the good old days.”
In addition to the star-filled video, BOSS x Russell Athletic will also take on an expansive digital campaign. TikTok creators from around the world will participate in a #BOSSUpYourGame challenge showcasing the clothing line and its signature BOSS Athletic pink basketball in creative ways.
The collection is now available online and in stores. Starting on March 31, customers can personalize BOSS x Russell Athletic sweatshirts by adding up to 4 varsity letters on the back yoke, available exclusively online.