Event Management • Influencer Engagement •
Brand Activation • Experiential Marketing • Media Relations
For the launch of its global collaboration with Russell Athletic, BOSS brought a bold blend of classic tailoring and retro sportswear to the Malaysian market. We were brought on board to adapt the international concept for the local audience, translating global vision into local impact with a multi-touchpoint campaign designed to capture attention, drive buzz, and bring the BOSS energy to life.
The Brief
To launch the BOSS x Russell Athletic capsule collection in Malaysia with a campaign that fused storytelling, style, and sport. The aim was to create an in-store experience and digital conversation that would resonate with today’s tastemakers, while elevating BOSS’s presence in the lifestyle and streetwear space.
Our Approach
We transformed the BOSS Pavilion KL flagship store into a basketball-inspired playground, reimagining the global concept with a local edge. From gym lockers and hoops to tailored pieces repping athletic flair, the pop-up offered an immersive experience that brought the collection’s creative energy to life.
To extend the campaign beyond the store, we collaborated with mural artist Jagung to create a striking 3D mural at Pavilion KL’s fountain entrance — an open invite for the public and influencers to interact with the brand. This activation doubled as a social-sharing moment and contest platform, where users stood a chance to win exclusive BOSS x Russell Athletic mini basketballs and vouchers.
Influencer collaborations drove early buzz, while media previews and interviews gave the campaign depth and reach.
The Impact
From in-store experiences to street-level storytelling, the BOSS x Russell Athletic campaign achieved standout visibility. Influencer-generated content drove social engagement, while the mural activation sparked organic conversations. The campaign delivered not only footfall and press coverage — but a lasting visual and cultural impression on the local fashion scene.
