The Beckhams Came Out in Full Force for David’s Boss Underwear Campaign Reveal in London

Tianwei Zhang

Fri, January 31, 2025 at 5:46 PM UTC

2 min read

David Beckham unveiled his Boss One underwear campaign in London with the support of his family and celebrity friends.
The campaign video was shown at an immersive exhibition space with guests enjoying DJ sets and cocktails mixed with Seventy One Gin.
The campaign will be featured in theaters, streaming platforms, billboards, and vending machines globally, marking Boss's first major campaign for underwear.

FAMILY AFFAIR:The Beckhams came out in full force to support David Beckham's steamy Boss One underwear campaign reveal in King's Cross, London, on Thursday.

Part of the soccer legend's multiyear deal with Boss, Beckham in the video pulled up in a classic sports car wearing a suit and entered a dimly lit warehouse apartment. There, he stripped down to his Boss One Bodywear underwear with neighbors watching with excitement from across the road.

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David Beckham Boss One Underwear Campaign reveal in London — David Beckham Boss One Underwear campaign reveal in London.

The video was projected on a 360-degree screen inside the Lightroom, an immersive subterranean exhibition space with David and Victoria Beckham along with their children Romeo, Harper and Cruz in the audience, alongside Gordon Ramsay, Guy Ritchie, Bel Powley, Douglas Booth, Gemma Chan, and Archie Madekwe.

Following the reveal, guests danced to DJ sets by Mark Ronson and Honey Dijon and drank cocktails mixed with Seventy One Gin, the spirit brand founded by Mert Alas, who shot the campaign alongside his partner Marcus Piggott.

The Beckhams seemed to have a great time as they held hands and danced in a circle to Amy Winehouse's iconic number "Valerie."

Following the campaign premiere, it will be shown in theaters and streaming platforms including Amazon Prime, Netflix, Max, Paramount Plus, and Sky TV. Still images will appear on billboards in high-traffic locations globally as well as in Boss stores and other retailers around the world.

The company will also install Boss One Bodywear vending machines at key locations in the U.S. and Europe, selling hero products from the collection, and there will also be more than 100 pop-ups created worldwide.

Daniel Grieder, chief executive officer of Hugo Boss, said when the athlete was presented with the concept for the underwear campaign, "he was immediately convinced."

While Boss has done underwear shoots in the past, Grieder said this is its first real campaign for the category. It also marks the first time it is testing the vending machine concept, which he referred to as "more a marketing tool than a selling tool."

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