The most prominent BOSS advert that viewers have been searching for is the #BeYourOwnBOSS campaign, which launched globally on 26 January 2022. This was not a single TV spot but a major digital-first rebrand featuring a large international cast. Kendall Jenner, Hailey Bieber, Anthony Joshua, Khaby Lame, Future, Lee Min-ho, Matteo Berrettini, Alica Schmidt, and Joan Smalls all appeared in the campaign.
Dwayne Johnson, Jason Statham, Cardi B, and Quavo did not feature in this campaign, despite frequent online searches pairing their names with BOSS.
- The #BeYourOwnBOSS campaign launched on 26 January 2022 as part of a major brand refresh.
- The cast included Kendall Jenner, Hailey Bieber, Anthony Joshua, Khaby Lame, Future, Lee Min-ho, Matteo Berrettini, Alica Schmidt, and Joan Smalls.
- Swedish photographer Mikael Jansson shot the campaign imagery.
- David Beckham has a multi-year design partnership with BOSS that began in May 2024.
What was the #BeYourOwnBOSS campaign?
Hugo Boss launched two simultaneous campaigns in January 2022 for its BOSS and HUGO lines. The BOSS campaign represented the most significant brand overhaul in nearly 50 years. It introduced a new logo and a bolder visual identity aimed at a younger, digitally native audience.
The launch strategy was built around social media. On 26 January 2022, over 200 influencers and the celebrity cast posted images wearing the signature BOSS hoodie. According to the company, this generated 1.9 billion impressions in a single day.
The full cast of the 2022 rebrand
Kendall Jenner (American model and reality television personality) and Hailey Bieber (American model) led the fashion contingent. Joan Smalls (Puerto Rican supermodel) was added in the Fall/Winter 2022 extension, alongside Naomi Campbell (British supermodel).
On the sports side, Anthony Joshua (British professional boxer and two-time unified heavyweight world champion) brought boxing credentials. Matteo Berrettini (Italian professional tennis player, Wimbledon 2021 finalist) and Alica Schmidt (German track and field athlete) rounded out the athletic roster.
Entertainment and digital creators included Future (American rapper and record producer), Lee Min-ho (South Korean actor and singer, known for roles in Boys Over Flowers and The King: Eternal Monarch), and Khaby Lame (Italian-Senegalese TikTok creator, the most-followed person on TikTok at the time of the campaign).
Swedish fashion photographer Mikael Jansson shot the campaign imagery. Jansson has worked extensively with major fashion houses and continued to photograph BOSS campaigns through 2024.
David Beckham’s partnership with BOSS
In May 2024, BOSS announced a multi-year partnership with David Beckham that goes beyond traditional ambassadorship. Beckham has a design collaboration role with the brand. He appeared in the Fall/Winter 2024 campaign and launched the BOSS ONE Bodywear collection in early 2025 at a London event.
This partnership marks a different approach for BOSS, giving Beckham input into product development rather than simply using his image in advertising.
Other recent BOSS campaigns
For its BOSS Bottled Beyond fragrance (launched late 2025), the brand assembled three global ambassadors: American actor Bradley Cooper, Colombian singer Maluma, and Brazilian footballer Vinicius Junior, who plays for Real Madrid and the Brazil national team.
BOSS has maintained its strategy of recruiting high-profile talent across fashion, sport, and entertainment, though the specific cast changes with each seasonal campaign.
Q: Was Dwayne Johnson in the BOSS advert?
A: No. Dwayne ‘The Rock’ Johnson has not appeared in any BOSS campaign. The 2022 #BeYourOwnBOSS rebrand featured a different cast, including Kendall Jenner, Anthony Joshua, and Khaby Lame.
Q: Who directed the 2022 BOSS campaign?
A: Swedish fashion photographer Mikael Jansson shot the imagery for the #BeYourOwnBOSS campaign. Jansson has photographed numerous high-fashion campaigns and continued working with BOSS through 2024.
Q: When did the #BeYourOwnBOSS campaign launch?
A: The campaign launched globally on 26 January 2022. It was a coordinated social media event involving over 200 influencers and the celebrity cast, generating what the company reported as 1.9 billion impressions on the first day.
Q: Who represents BOSS now?
A: David Beckham has a long-term design partnership with the brand that began in May 2024. The BOSS Bottled fragrance is represented by Bradley Cooper, Maluma, and Vinicius Junior. Specific seasonal fashion campaigns feature different talent.
Where to find official campaign information
For verified details about current and past BOSS campaigns, the official BOSS Newsroom publishes press releases and campaign announcements. Major fashion publications including Vogue, GQ, and WWD (Women’s Wear Daily) also cover BOSS campaigns with quotes from brand executives and detailed cast information.
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