Chris Hemsworth is the first Hollywood star to be named global brand ambassador of the Boss brand. Testimonial of the Boss Bottled perfume campaigns since 2017, the actor will also be the protagonist of Boss advertising campaigns for 2021 and 2022. The group aims to develop a coherent image of the brand, connecting the same ambassador to different categories of product. A surfing enthusiast and environmentalist, the actor, with over 46 million followers on Instagram, strategically leverages his popularity to draw attention to climate change and species protection. The first campaign as a protagonist will be launched in the spring of 2021, together with a sustainable capsule collection.