Key facts
- U.S. national soccer team coach Mauricio Pochettino's choice of attire during the World Cup gained significant attention.
- Pochettino wore a specific $499 Hugo Boss shirt and matching pants for every game.
- The shirt quickly sold out online and generated significant customer interest.
- Hugo Boss stated the public mention in the press drove brand awareness and positively impacted perception, especially in the U.S.
- The brand has seen its shares languish at half their value from three years ago.
U.S. national soccer team coach Mauricio Pochettino's choice of attire during the World Cup has unexpectedly boosted the profile of German brand Hugo Boss. Pochettino, known for his fashion sense, wore a specific $499 lightweight virgin wool Boss shirt and matching pants throughout the tournament, treating them as lucky charms.
The coach's style went viral on social media, prompting shoppers to seek out the same outfit. Hugo Boss confirmed that the shirt quickly sold out online and generated significant customer interest, leading to increased brand awareness and a positive impact on perception, particularly in the United States.
This publicity comes at a welcome time for Hugo Boss, whose shares have been underperforming, trading at half their value from three years prior, despite a €2 billion takeover offer from major shareholder Frasers Group in June. However, the longevity of this buzz remains uncertain, mirroring the U.S. team's World Cup performance, which concluded with a 4-1 defeat against Belgium.