Boss has deepened its already strong connection with motor racing with a publicity event linked to the weekend’s British Grand Prix.

The fashion retailer’s partnership with Aston Martin Aramco Formula One Team sees the introduction of a special edition design of Fernando Alonso’s helmet for the race. It also includes the unveiling an installation of two large-scale replica helmets in London.

Alonso’s specially designed helmet prominently features Boss brand’s colours — black, white, and camel — alongside its logo, and will be worn by the two-time Formula One World Drivers’ Champion at Silverstone, “creating a striking visual statement on the track”.

And to bring “the excitement of Formula 1 closer to consumers”, Boss has installed two large-scale replicas of the custom helmet at locations in Covent Garden  and Westfield White City Shopping Centre. The installations are on display until 7 July.

Visitors can also interact with the installations by scanning a QR code, granting them access to Boss XP – the brand’s exclusive new membership programme, an interactive, app-based experience incorporating Web3 features. By joining, members can “unlock money-can’t-buy experiences, products, and services”.

Fans who register through the app during the race week will receive a collectible, digital Boss x Aston Martin Aramco F1 Team token (NFT) in their Boss XP membership account, which can be redeemed for rewards.

These rewards include a Team cap available at select stores and a mini replica of Alonso’s custom helmet, redeemable with a £750 store purchase.