At this point it seems like every brand wants to get in front of the thousands of athletes taking on a HYROX race. The latest, BOSS PARFUMS, (yes, a fragrance company) and HYROX announced a multi-year partnership today.
The partnership will span across key European markets, including DACH, UK&I, Spain, the Nordics, Benelux, and Poland. Sorry, you won’t get access to exclusive product sampling here in the United States.
But back to the partnership…the collaboration will see BOSS PARFUMS activate across the HYROX calendar through branded booths, exclusive product sampling, and premium athlete experiences. The partnership directly supports the launch of the new BOSS Bottled Beyond fragrance portfolio (featuring Eau de Parfum, Eau de Toilette Intense, and for Her).
“HYROX has created one of the fastest-growing, culturally relevant, global phenomena in the fitness world. 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,” said Jean Holtzmann, Chief Brands Officer for Prestige at Coty.
So yeah, if you’re gonna do a HYROX in Europe in the coming months, at least you will smell good.
Boss recognize Boss. Am I right?
