The HUGO BOSS Group has set itself the objective of continually increasing the appeal of its brands. To achieve this, it employs targeted marketing measures, increasingly in digital channels. To convey brand values such as dynamism, perfection and precision in an ideal way, the sponsorship activities of HUGO BOSS focus on premium sports such as golf, Formula 1, sailing and football. Sponsorship of cultural events is a further key area of the Group’s brand communications, with the Group seeking to create common ground between art and fashion with respect to design, aesthetics and creativity. The Company also emphasizes these vital attributes through high-profile fashion events in the world’s fashion capitals.