EXCLUSIVE: Boss Indicators System 1 Driver Fernando Alonso as Model Ambassador

Boss is furthering its stake in System 1 with a brand new model ambassador.

The German vogue model revealed Friday that it’s signing Aston Martin System 1 driver Fernando Alonso as its new model ambassador. The signing comes after Boss launched into a long-term partnership with the Aston Martin staff in June 2022.

“Once we take into consideration Fernando Alonso, he’s an icon,” mentioned Nadia Kokni, senior vp of worldwide advertising and marketing at Boss. “He’s undoubtedly a boss on the observe and an icon of the game. He’s additionally having fun with a renaissance — I don’t suppose individuals actually may think about that somebody who has been on the high for thus lengthy may actually have this renewed power. For us, it’s superb to be related to somebody who’s a dwelling legend and a boss of their area.” 

As a Boss ambassador, Alonso will put on Boss for public engagements corresponding to purple carpets and interviews. Alonso can even seem in promoting and social media campaigns, model occasions and promotional actions.

“I’ve lengthy been a fan of Boss and I’m thrilled to tackle this new function as an envoy inside the bigger scope of their sponsorship of the Aston Martin System 1 staff,” Alonso mentioned. “I sit up for working intently with the model and representing what it means to be a real Boss each on and off the racetrack.”

Final 12 months, Boss launched into its partnership with Aston Martin to be the staff’s official vogue accomplice. Boss has been designing the appears to be like for the System 1 staff, together with formal attire for the race drivers and high-performance race and journey put on for the entire staff.

The partnership marked Boss’ return to motorsports as a part of its model refresh. Boss has a protracted historical past working within the sport relationship again to 1972. Alonso’s ambassadorship is supposed to additional Boss’ presence in System 1.

“[Alonso’s] entire ethos as an athlete is one thing that actually resonates with our philosophy as a model,” Kokni mentioned. “The entire thing about being your personal boss — those who craft their very own path and that entire power and perspective actually aligns with us. We’ve got a wealthy and blessed historical past of working with iconic people who find themselves main their fields. There’s little doubt that somebody like Alonso is ideal for us in that regard.”