M+C Saatchi Sport & Entertainment Appointed as Global PR Agency for Boss and Hugo

Jun. 24, 2026

M+C Saatchi Sport & Entertainment appointed as global PR agency of record for HUGO BOSS’s brands BOSS and HUGO. The engagement will see M+C Saatchi Sport & Entertainment support the company’s brand communications team both globally, leveraging their expertise to help define overarching brand communications directives, as well as across key markets including the UK, US and DACH. The objective of this partnership is to deliver a unified and scalable communications strategy designed to further strengthen the brands' presence and cultural relevance among consumers, media and key passion audiences spanning fashion, sport, art, culture and digital customer engagement.

The agency will work for BOSS and HUGO across key brand and business moments, from product and campaign launches, sporting partnerships, fashion shows, and global events to retail activations and store openings. It will also be part of strengthening the brands positioning at the intersection of fashion, sport, and culture and through earned media, strategic partnerships and high-impact editorial opportunities.

The collaboration comes as BOSS and HUGO continue to build on a series of high-profile cultural partnerships and brand initiatives, including the Australian Open, BOSS Open, Laver Cup, Aston Martin Aramco Formula One Team, The Open, Hahnenkamm Races and Art Basel Awards.

James Foster, SVP Global Marketing at HUGO BOSS, said:

"As we look to accelerate the next phase of growth for our brands, it was important to find an accomplished, like-minded partner that could bring together strategic thinking, cultural expertise and international scale. M+C Saatchi Sport & Entertainment demonstrated a deep understanding of our brands, our vision and the audiences we want to reach. Their experience across fashion, sport and culture, combined with a truly connected global approach, made them the ideal partner as we continue to strengthen the presence and perception of BOSS and HUGO worldwide."

 

Danielle Mileno, Managing Director and Head of Consumer PR, M+C Saatchi Sport & Entertainment North America, said:

"As two of the world’s most recognizable premium fashion and lifestyle brands, BOSS and HUGO represent a significant addition to our portfolio. We can’t wait to start our journey with the team and evolve and expand these iconic brands into new and exciting spaces together.”

 

Robin Clarke, Global CEO of M+C Saatchi Sport & Entertainment, said:

“Leading both global and local responsibilities through one integrated international team is a key strength of ours, and we're excited to be part of bringing the vision of BOSS and HUGO to life in markets around the world."