Boss Parfums has signed a multi-year partnership deal with fitness racing series Hyrox which will unfold across six European regions.
The collaboration will see Coty-owned Boss Parfums grow its presence at Hyrox events across DACH, UK and Ireland, Spain, the Nordics, Benelux and Poland as it combines the fragrance brand’s “confident, ambitious mindset” with the physical resilience of the indoor racing series.
The brand said in a statement that Boss Parfums will be weaved “directly into the Hyrox ecosystem” through race day activations, including branded booths, exclusive product sampling moments and premium athlete experiences.
Boss Parfum’s Boss Bottled Beyond portfolio will be spotlighted throughout the partnership, which kicked off at Boss Pafums Hyrox Karlsruhe from 1 to 4 October in Germany, with the next event set to take place in Poland from 20 to 22 November.
“Hyrox has created one of the fastest-growing, culturally relevant, global phenomena in the fitness world,” said Jean Holtzmann, Chief Brands Officer for Prestige at Coty.
“Boss Bottled is a core franchise within Coty’s prestige portfolio, and this multi-year partnership with Hyrox gives us a direct way to engage younger audiences who share our belief in high-performance and the pursuit of personal success.
“Boss Bottled Beyond launches across the same six markets as [the] Hyrox competition season, giving the partnership a live product story from day one.”
Douglas Gremmen, Chief Growth Officer of Hyrox, added: “Hyrox is built on a standardised platform where every finish line represents a major human victory.
“Whether someone is fighting for a podium or pushing past a personal best, that level of dedication commands respect.
“Partnering with Boss Parfums allows us to spotlight the perseverance and achievement of our international community.
“True success is not just about pursuing individual goals, but about recognising that same determination and drive in others.
“It is the epitome of Boss recognise Boss.”
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