Singapore's national sporting hero, Joseph Schooling, has been unveiled as Hugo Boss's first local brand ambassador.
“To succeed, you have to be committed in what you do. I take immense pride in all that I do and I give it my all. It is a tremendous honour to be part of such an iconic brand. Being a Boss brand ambassador is significant to me because the brand’s focus on quality and authenticity resonates with me on a personal level,” says the 2016 Olympic Games' 100m butterfly gold medalist.
This is the swimmer's first commercial sponsorship of any kind as he was still previously a National Collegiate Athletic Association (NCAA) athlete at the University of Texas. All NCAA athletes must maintain their amateur status to compete in the university competitions, which means they are ineligible for any sponsorship deals and celebrity appearances. Schooling turned professional following the completion of the NCAA Swimming and Diving Championships on March 24.
In the following months, Hugo Boss will release a series of short video clips starring Schooling with the full version debuting at the grand reopening of the Boss boutique at The Shoppes at Marina Bay Sands on May 25. The German luxury brand will also be presenting its fall/winter menswear and womenswear collections at the event. To mark the partnership, the 22-year-old has also worked with Boss to develop a capsule collection. No further details are available at press time but the collection will be made available in-store come May 25.
On the appointment of Schooling as the face for Hugo Boss, the brand's Southeast Asia managing director Steven Lam says: “As a youthful talent with a relentless drive for success, he is a perfect fit to the brand. His path to victory is a continual, ever-evolving journey that he approaches with dedication, precision and confidence.”
Joseph Schooling joins the likes of professional golfers Henrik Stenson and Martin Kaymer in the brand's stable of ambassadors. This is also he first of many possible sponsorship deals that Schooling has inked. Word has it that his family and team of advisers are in talks with other parties, with more announcements due to made soon. With the swimmer's immense popularity—at press time, he has 156,000 followers on Instagram—and squeaky clean image, his appointment will prove to be a coup for the fashion label as it looks to attract more eyeballs and widen its reach in the region.
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