The Norwegian skiing sensation has been unveiled as the new brand ambassador for Boss, bringing his winning streak from the slopes to the world of fashion
Norwegian ski champion Aleksander Aamodt Kilde has just been named the new brand ambassador for Boss. Kilde – a two-time Olympic medalist and a favourite in Downhill, Super-G, and Alpine Ski World Cup races – will represent the brand at various high-profile events, lending his sporting prowess to Boss.
Kilde expressed his excitement about the partnership: “As an athlete who relentlessly pursues boldness, this partnership feels like a natural fit," he says. "The brand’s identity resonates deeply with my own ambitions, as I strive to be a ‘Boss’ in downhill racing by pushing boundaries and elevating standards."
Boss' new Norwegian brand ambassador Aleksander Aamodt Kilde. Photo: Boss
Daniel Grieder, CEO of Hugo Boss, shared Kilde's excitement. “Aleksander Aamodt Kilde perfectly embodies what it means to be a Boss today," says Gieder, who praised Kilde's alignment with the brand's values, especially in sustainability and determination. "His passion and determination have turned him into a role model on and off the slopes," Grieder continues. "He’s living proof that Bosses are not born – they’re made."
The collaboration kicked off with Kilde's appearance at the Boss autumn/winter '23 runway show during Milan Fashion Week. His official debut as a Boss ambassador is scheduled for the historic Matterhorn Cervino Speed Opening on November 11-12, 2023 – the first border-crossing race in the Alpine Ski World Cup history.