MILAN, ITALY – SEPTEMBER 23: Gigi Hadid walks the runway at the Boss fashion show during the Milan Fashion Week – Spring / Summer 2022 on September 23, 2021 in Milan, Italy. (Photo by Daniele Venturelli/Daniele Venturelli/WireImage )

Ahead of the unveiling of Boss’ second drop with Russell Athletic, the German label delivered attendees their invites via a sports bag containing a navy cap and caramel-flavoured popcorn, telling them to be at the Kennedy Sports Centre by noon on Thursday. Upon arriving, it was clear this wouldn’t be your usual runway show: Boss-embossed golf carts were ready and waiting to drive guests to their seats in the baseball stadium, while the city’s professional team hit the ball back and forth between them in the centre of the pitch. Music blared through the arena, while Boss-dressed faux fans stood in the stands dancing and waving flags. 

As people filtered into their seats—most pausing for popcorn, paper cups of coca-cola and hot dogs on the way through while juggling Boss foam fingers in hand—a commentator hyped the crowd through the loudspeakers. You’d think that was enough to portray the brand’s heavy baseball inspiration for the new season, but the show hadn’t even begun yet. A marching band kicked off proceedings before cheerleaders ran out from the corner and began doing a routine involving flips worthy of Netflix’s Cheer, while mascots danced among them.

MILAN, ITALY – SEPTEMBER 23: A group of cheerleaders performs during the Boss fashion show during the Milan Fashion Week – Spring / Summer 2022 on September 23, 2021 in Milan, Italy. (Photo by Daniele Venturelli/WireImage)

After the success of Boss x Russell Athletic’s first capsule collection with Gen Z, it’s clear the brands are keen to keep their young fans excited, catering to them not only with this real-life spectacle, but also through a TikTok challenge that went live on the same day as the show (winners will be awarded a piece from the new collection). 

As the cheer squad parted in the middle, Gigi Hadid kicked off the runway, walking down the centre of the pitch in orange shorts, a white crop top and brown vest, and a huge smile on her face. Drawing inspiration from the world of baseball, specifically the atmosphere around the sport in New York City, not far from Russell Athletic’s home of Kentucky, the see-now, buy-now collection includes varsity jackets, hoodies and sweatpants in a streamlined colour palette of off-white, blue, camel and bright orange.

Elsewhere, models wore grey blazers, checkered trousers and mini skirts that wouldn’t be amiss in Boss’ mainline, but with the Russell Athletic twist of sportswear material, more relaxed silhouettes, and styling including beanies, sneakers and sports socks. The collection, a perfect fusion of the two brands, is bound to excite the fans it’s hoping to keep, and if the sound from the stadium is anything to go by, it’s likely picked up a few new ones, too.  

MILAN, ITALY – SEPTEMBER 23: Irina Shayk walks the runway at the Boss fashion show during the Milan Fashion Week – Spring / Summer 2022 on September 23, 2021 in Milan, Italy. (Photo by Daniele Venturelli/Daniele Venturelli/WireImage )

MILAN, ITALY – SEPTEMBER 23: Joan Smalls walks the runway at the Boss fashion show during the Milan Fashion Week – Spring / Summer 2022 on September 23, 2021 in Milan, Italy. (Photo by Daniele Venturelli/Daniele Venturelli/WireImage )
MILAN, ITALY – SEPTEMBER 23: A model walks the runway at the Boss fashion show during the Milan Fashion Week – Spring / Summer 2022 on September 23, 2021 in Milan, Italy. (Photo by Daniele Venturelli/WireImage)
MILAN, ITALY – SEPTEMBER 23: A model walks the runway at the Boss fashion show during the Milan Fashion Week – Spring / Summer 2022 on September 23, 2021 in Milan, Italy. (Photo by Daniele Venturelli/WireImage)
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