Senegal-born TikTok superstar lands major brand ambassador role

By our News Team | 2022

Khaby Lame, who has more than 130-million social media followers, is part of the worldwide Hugo Boss rebranding campaign.

Khaby Lame, the Senegalese-born TikTok megastar and social media influencer, has been signed by global company Hugo Boss to be one of its brand ambassadors as part of a major rebranding strategy. 

Other brand ambassadors signed up by the company include reality TV star Kendall Jenner of Kardashians fame, and Hailey Beiber, American model and wife of musician Justin Beiber.

Lame, who now lives in Europe, was previously an unemployed factory worker who lost his job during the pandemic. He then turned to social media and has since become a massive TikTok star with a following of more than 130-million people.

He was signed by Hugo Boss to be part of its Boss brand’s #BeYourOwnBoss Spring/Summer 2022 fashion collection.

Social Media Influencers

Photo of Khaby Lame courtesy of Hugo Boss

According to the publication Vogue Business, the German-based luxury brand ss is looking to the future with a radical rethink of its direction, focused on a much clearer targeting of its two brands, Boss and Hugo.

A full-scale rebranding exercise for Hugo Boss

“The rethink, which amounts to a full-scale rebranding complete with new logo, is being backed by two of the biggest marketing pushes in the company’s history. Boss is now aimed firmly at the Millennials, aged 25-40, while Hugo targets Gen Z, aged under 25,” Vogue Business reported.

Hugo Boss CEO, Daniel Grieder, has explained the company’s repositioning strategy in several recent media interviews.

“Ten to 15 years ago, Hugo Boss was the north star for many brands, with perfect positioning and strong relevance,” he said in one interview. 

“Over the last six years, Hugo Boss has maintained its brand awareness but crucially lost its relevance in the fashion industry. Heritage is great and I realised that the potential of this brand is enormous — but we have to reframe it.”

Reinforcing the differences between the Hugo and Boss brands, which have not always been clear to the end consumer, is said to be at the heart of Grieder’s strategy. The rebrand features new, simplified logos for both Hugo and Boss and a clearer design direction to attract the younger shopper, Grieder has explained.

He was appointed CEO in mid-2021 after many years with the Tommy Hilfiger fashion label.

Dr Kin Kariisa

Group CEO - Next Media

Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

  • Other current and previous roles played by Dr Kin Kariisa:
  • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
  • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
  • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
  • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
  • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.