This is a fantastic "PR idea" that promotes great values for Hugo Boss, increasing desirability for their suits and sun glasses.  Hugh Boss have also found an exceptional role in Alex Thompson, the international sailor who recently finished second in the Vendee Globe around-the-world sailing race. In terms of results, in our opinion this "stunt" is even more impressive than his 2014 "mast walk", which apparently generated over 1 million views on You Tube and 25 million views on Facebook.    

Looking for new ideas and inspiration for your own business?  Take a look at how we help leading brands to generate winning insights and ideas.