The repositioning of the brands is accompanied by numerous events and campaigns. The Company also sponsors premium sports such as golf, sailing, motorsports and soccer to convey brand values such as success, precision, innovation and sustainability. Sponsorship of cultural events is a further key area of the Group’s brand communications, with the Group seeking to create common ground between art and fashion with respect to design, aesthetics and creativity. The HUGO BOSS writing instrument line was launched in 2015 and has quickly become a force to be reckoned with on the premium writing market. Approaching this segment with a fashion house point of view, the HUGO BOSS line offers perfectly crafted and performant products, while focusing innovative designs. The line offers pens on diverse creative segments; from classical items to pens that are directly inspired by the HUGO BOSS fashion line. A selection of the pieces also find their design roots in architectural structures. The writing line is completed with a full range of matching writing accessories, such as notebooks, folders and pen pouches, as well as electronical items such as powerbanks. Today, the HUGO BOSS writing instruments are available in over 100 countries across over 2000 point of sales