Boss has reinforced its already strong association with motor racing with a promotional event linked to this weekend’s British Grand Prix.
The fashion retailer’s partnership with the Aston Martin Aramco Formula 1 team includes the launch of a bespoke Fernando Alonso racing helmet, as well as the unveiling of two oversized replica helmets in London.
Alonso’s bespoke helmet features the Boss brand colours – black, white and brown – along with its logo, and will be worn by the two-time Formula One world champion at Silverstone, “creating a stunning visual statement on the track”.
To bring “the thrill of Formula 1 closer to consumers,” Boss has installed two large-scale versions of the specially designed helmet at locations in Covent Garden and Westfield White City shopping center. Both will remain on display until July 7.
Visitors can also interact with the facilities by scanning a QR code, which gives them access to the new exclusive membership program Boss XP, an app-based interactive experience that includes Web3 features. By joining, members can “take advantage of experiences, products and services that money can’t buy.”
Fans who register via the app during race week will receive a Boss x Aston Martin Aramco F1 Team digital collectible token (NFT) in their Boss XP membership account, which can be redeemed for rewards.
These rewards include a team cap available in selected stores and a miniature version of Alonso’s specially designed helmet, which can be redeemed for a £750 purchase in store.
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