Hugo Boss @雨果博斯BOSS recently held an offline football-themed event in Shanghai’s IAPM shopping mall. Hugo Boss, who has been the official apparel sponsor of the German soccer team, also set up a special series of shows and fun football games. Hugo Boss invited star @霍建华 and many KOLs including @吉良先生, @Chrison克里森, and @toni雌和尚. The campaign’s timing dovetailed nicely with football fans’ anticipation of the World Cup 2018. The campaign’s Weibo hashtag #SuitedByBOSS# has tracked 53M impressions and more than 6,400 discussions.