Of Expensive Suits and Cheap Tricks. 4


Seems Hugo Boss Racing is not doing much racing in 2009. Aside from the Fastnet Race, Alex Thomson and the distinctive black Open 60 seem to be undertaking a calendar of publicity stunts – from appearances in the background of golf telecasts to foiling wakeboarding.

[cleeng_content id=”326297337″ description=”99 cents or 10,000 hours. Become an instant expert for less than a cup of coffee. ” price=”0.99″]The latest photos taken by Mark Lloyd are of Alex standing on the keel of the Hugo Boss yacht while sailing. Most dinghy sailors know what it is like to stand on the centreboard of a sailboat, but standing on the keel of an Open 60 while sailing is another thing.

Alex said:

“I’ve wanted to stand on the keel while sailing for a couple of years, and last week in 17-20 knots of breeze I stood on the keel whilst sailing wearing a HUGO BOSS suit. It was pretty dangerous but a real buzz.”

The strategy seems to work – the images have ended up in all kinds of places in the last 24 hours – including here…

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  • …and needless to say I too blogged my opinion yesterday at http://theamuse.wordpress.com “There’s such a thing as foolhardy PR and this must surely take the cake!” and am less generous in my observation and opinion of this stunt.

  • It's dangerous sure, but not off message for either Hugo Boss or Alex Thomson. Meanwhile, 'proper' Open 60 sailors are getting ready to compete in The Istanbul Europa Race.

  • …and needless to say I too blogged my opinion yesterday at http://theamuse.wordpress.com “There’s such a thing as foolhardy PR and this must surely take the cake!” and am less generous in my observation and opinion of this stunt.

  • It's dangerous sure, but not off message for either Hugo Boss or Alex Thomson. Meanwhile, 'proper' Open 60 sailors are getting ready to compete in The Istanbul Europa Race.