GERMANY. Hugo Boss threw a party on Friday for over 1,300 guests to celebrate the German fashion brand’s 25-year partnership with Team McLaren Mercedes. On the same day, the two firms renewed their sponsorship agreement, marking a further chapter in their shared success story as one of the world’s longest such alliances.
The 25-year anniversary was celebrated at a glamorous fashion event in an unusual setting: the Formula One circuit at Germany’s Hockenheim Ring race track.
 |  |
| Flying Finns Mika Hakkinen (left) and Kimi Raikkonen (far right) arrive at the party clad in Hugo Boss outfits | |
 |  |
Racing cars from Team McLaren Mercedes were on show at the event. Right: The Hugo Boss fashion show | |
 |  |
Left: The Boss Black womenswear line on a model. Right: Skin performs during the show | |
Underneath the Mercedes-Benz stand – a location never previously used for such a purpose – 50 international models presented the summer 2007 men’s and womenswear collections for Boss Black and Boss Orange in the lead-up to Sunday’s German Grand Prix.
The event got off to a spectacular start with the current Team McLaren Mercedes MP4/21 driving along the catwalk to open the show. The atmosphere toned down later in the evening with a dynamic performance from British singer Skin, who formerly fronted the band Skunk Anansie.
“I am very proud of our partnership with Hugo Boss,” said Ron Dennis, Chairman and CEO of the McLaren Group. “It is a co-operation full of commitment and passion – values embodied by both Hugo Boss and McLaren. Our organisations share the ambition to be the best in their fields.”
Bruno Sälzer, President and CEO of Hugo Boss, commented: “Formula One stands for fascination, dynamism and ongoing innovation. In this fast-paced world, the 25-year partnership between Hugo Boss and McLaren is certainly a remarkable achievement.”
About Hugo Boss and Team McLaren Mercedes
The powerhouse McLaren Mercedes racing team has been co-operating winningly with Hugo Boss since 1981 and helping drivers such as Niki Lauda, Ayrton Senna and Alain Prost achieve global acclaim. During this period, the two partners have garnered nine driver’s championships (Niki Lauda: 1984; Alain Prost: 1985, 1986, 1989; Ayrton Senna: 1988, 1990, 1991; Mika Hakkinen: 1998, 1999) and seven constructor’s titles (1984, 1985, 1988, 1989, 1990, 1991, 1998).
As the major component of the new agreement, Hugo Boss will continue to outfit the Team McLaren Mercedes. All of the mechanics, the marketing personnel and each of the drivers is equipped with highly functional clothing from the Boss Green line, while the management team headed by Ron Dennis sports tailored fashions from the Boss Black collection. Approximately 20,000 individual pieces are supplied every year.
For details on Hugo Boss, contact Nadine Heubel, Head of Travel Retail at Dieselstrasse 12, 72555 Metzingen, Germany. Tel: +49 7123 941447, fax: +49 7123 9481447, e-mail Nadine_Heubel@hugoboss.com Visit www.hugoboss.com
MORE STORIES ON HUGO BOSS
Hugo Boss honours shop managers at Prague travel retail conference – 11/05/06
Hugo Boss makes DFS Group debut in Hong Kong – 24/04/06
It’s hola as Hugo Boss opens in Spain – 21/04/06
