Boss revealed Friday that it is signing Aston Martin Formula 1 driver Fernando Alonso as its new brand ambassador.
As a Boss ambassador, Alonso will wear Boss for public engagements such as red carpets and interviews. Alonso will also appear in advertising and social media campaigns, brand events and promotional activities.“I’ve long been a fan of Boss and I’m thrilled to take on this new role as an ambassador within the larger scope of their sponsorship of the Aston Martin Formula 1 team,” Alonso said.
“[Alonso’s] whole ethos as an athlete is something that really resonates with our philosophy as a brand,” Kokni said. “The whole thing about being your own boss — people that craft their own path and that whole energy and attitude really aligns with us. We have a rich and blessed history of working with iconic people who are leading their fields. There’s no doubt that someone like Alonso is perfect for us in that regard.
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