Achieving the mass exposure that HUGO BOSS and the Alex Thomson Racing team were after, a series of bold stunts were planned

PHA have been working with the Alex Thomson Racing team for over a decade, delivering significant coverage surrounding the team’s involvement in all of the major events in their race calendar. Outside of the racing schedule, however, there was still a need to deliver value to the title partner, HUGO BOSS.

To achieve this, and working in close collaboration with the ATR team, HUGO BOSS and other agency partners, PHA devised and delivered the PR strategy for a series of daredevil stunts which saw Alex use his racing yacht as a spectacular prop… all whilst wearing a HUGO BOSS suit and apparel.

The trilogy of stunts – the #KeelWalk, the #MastWalk, and the #SkyWalk – achieved mass coverage across the globe and certainly caught the attention of audiences far beyond the sailing community. HUGO BOSS has called the stunt campaigns some of their most successful sport sponsorship activations ever.

HUGO BOSS Keelwalk Stunt

The #MastWalk campaign won the ‘Best Use of PR’ Award at the BT Sport Industry Awards. Each stunt video racked up over a million organic views in the week of launch and visits to the microsite set up by HUGO BOSS to sell products featured in the #MastWalk stunt video generated 27% more revenue per visitor than average.


More website visits


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