The Boss x Russell Athletic collaboration that has launched is accompanied by a new campaign with creative direction from Ingo Wilts and film direction by Etienne Russo.
The campaign imagines its large cast as one big basketball team, united by their effortless style and winning spirit, and led by the indefatigable Bella Hadid. The short film follows this team as they return victorious from the court to the locker room, change joyfully from their uniforms into the collection, and then break out into a spontaneous dance party.
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