BOSS Eyewear at the Vendée Globe

Safilo Group
Hugo Boss Eyewear
Les Sables d'Olonne - France

Our responsibilities

Strategy and coordination Sports Marketing Events management Production support

On behalf of Safilo S.p.A. and in collaboration with HUGO BOSS and Alex Thomson Racing, ISM organizes and coordinates the presence of the company’s Top dealers. The event is organized twice on the occasion of the famous Vendée Globe 2012 and 2016 departure, the round the world regatta, singlehanded, non-stop and with no external assistance.

The event takes place every four years with departure and arrival in the town of Les Sables d’Olone on the French Atlantic coast. This is the most challenging sporting competition in the world at its eighth and ninth edition.

A tour of the world from west to east passing from the three extremes of the earth: Cape of Good Hope, Cape Leeuwin and Cape Horn.

ISM manages the logistics organization in relation to travel, transfers and on-site activities. ISM is also present on site to support and follow guests for the duration of their stay. The program includes a meeting with Alex Thomson and his team, a guided boat visit and a sea experience to watch the start of the race.

After 80 days of racing alone, Alex Thomson aboard Hugo Boss has crossed the finish line in third position in 2012 and in second position in 2016.

The Safilo Group is a leader in high-end eyewear and at the world’s top in the field of eyeglasses, sunglasses and sport eyewear. Safilo markets its own-brand collections and licensed lines on the world market. These include HUGO BOSS, a German brand operating in the fashion industry, which is responsible for several sports marketing projects in areas such as football, golf, tennis, F1 and sailing.