David Beckham has made his debut in a new BOSS campaign as part of a multi-year global partnership, showcasing the Autumn/Winter 2024 collection alongside an all-star cast including Burna Boy, Lee Jong-Suk, Gisele Bündchen, Naomi Campbell, and Matteo Berrettini. Beckham expressed excitement about his role, stating it marks a significant start to his ambassadorship with the brand. The campaign promotes the updated #BeYourOwnBOSS message, highlighting individuality and self-determination, and features a comprehensive marketing strategy with outdoor advertising in major cities and social media engagement. The new collection will be available from August 28 at BOSS stores globally. Despite this launch, Hugo Boss faces challenges with a recent forecast revision due to declining sales amid economic pressures. This campaign represents a strategic effort to revitalize the brand amidst these headwinds.