Thomson stunt gains brand recognition
Published on April 6th, 2017
Alex Thomson Racing have won Gold for the Skywalk Campaign in the sport category at the inaugural London Brand Film Festival awards.
The campaign, released in 2016 was the third in the trilogy of British sailor Alex Thomson’s stunts and reached a huge online audience. The death defying stunt saw Thomson kitesurf over the top of his IMOCA open 60 boat, HUGO BOSS, reaching a height equivalent to a 25 story building and landing his kiteboard back in the water, all whilst wearing a stylish HUGO BOSS suit.
CEO of Alex Thomson Racing Stewart Hosford said, “It is a pleasure to work with a sponsor that truly understands Alex’s passion for adventure, and supports our team in pushing the boundaries of what is possible. We look forward to more successful campaigns in the future as we continue our partnership.”
The Skywalk was HUGO BOSS’s most successful sports campaign ever in terms of reach, and was watched by millions worldwide.
The campaign followed on from the success of Thomson’s previous stunts; the ‘Keel Walk’ released in 2012 which saw Thomson walk along the keel of his racing yacht whilst heeled over and sailing at high speed – and the ‘Mast Walk’ 2014, which showed the skipper climb the 30 metre mast of HUGO BOSS and dive from the very top into the water.
This is the second award the British racing team have won for these creative campaigns, with Thomson taking home the title at the BT Sports Industry Awards for the Mast Walk. Production company WING, led by owner Will Ingham have filmed and produced all three campaigns.
In total, 35 people were involved in the planning, co-ordination and execution of The Skywalk, including Alex Thomson Racing Operations Manager Ross Daniel, professional kite-surfer Susi Mai and Thomson’s kite-surfing coach Ray Kasper.
Thomson this year placed second in the Vendée Globe – the notoriously difficult non-stop, solo, unassisted, round the world yacht race commonly termed the ‘Everest of Sailing’, and is continuing his partnership with HUGO BOSS as he works towards his next sporting challenge.
Source: Alex Thomson Racing and Lloyd Images