Boss x David Beckham

Why pay for star like Beckham?

David Beckham fronts the Boss One Underwear campaign following a multi-year deal the former soccer star signed with the brand in May 2024. The collection of photos marks a first underwear campaign and marketing plan for the German apparel brand.

Images for the campaign were captured by Mert & Marcus, who shot stills and video of Beckham. The video campaign will be shown in theaters and on Amazon Prime Video, Max, Netflix, Paramount+ and Sky TV streaming platforms.

“David Beckham is an individual that is just known worldwide,” said Daniel Grieder, chief executive officer of Hugo Boss. “Wherever you go, from America to Europe to Asia, young, old, men, women — everybody loves him. (source WWD)

Yes we all love him, that’s why.