EPAM and BOSS launch immersive racing experience with Apple Vision Pro

NEWTOWN, Pa. - EPAM Systems, Inc. (NYSE:EPAM), a digital transformation company with strong financial health according to InvestingPro analysis, announced Thursday a strategic collaboration with BOSS to create an immersive spatial racing experience powered by Apple Vision Pro, bringing motorsport fans closer to the action. The company maintains robust liquidity with a current ratio of 3.17 and has achieved nearly 10% revenue growth over the last twelve months.

The experience, designed by EPAM and its Empathy Lab brand teams, features precision visual targeting exercises and 3D spatial puzzles inspired by strategic race decisions, culminating in a virtual test lap with the Aston Martin AMR25.

"This initiative transcends traditional engagement by harnessing the power of immersive storytelling, making the exclusive world of motorsports accessible to a global audience," said Balazs Fejes, CEO & President of EPAM, according to the press release.

The in-store activation launches ahead of the Formula 1 Singapore Airlines Singapore Grand Prix 2025, debuting October 2 in specially designed installations at select BOSS locations across seven cities: London, Paris, Düsseldorf, Barcelona, Las Vegas, Dubai and Singapore.

James Foster, SVP Global Marketing at HUGO BOSS, stated, "With this extraordinary spatial experience, that we created with the Aston Martin Aramco Formula One Team, we break down barriers."

The collaboration aims to combine elements of premium fashion, luxury retail, sport and technology through spatial computing technology. The experience allows users to engage with racing elements through the Apple Vision Pro headset in a retail environment.

EPAM Systems, a digital transformation services and product engineering company, has been listed on the S&P 500 and Forbes Global 2000 since 2021. BOSS is a core brand of HUGO BOSS, which posted sales of €4.3 billion in the fiscal year 2024.

In other recent news, EPAM Systems reported impressive earnings for the second quarter of 2025, surpassing expectations with an earnings per share (EPS) of $2.77 compared to the forecasted $2.61. The company’s revenue reached $1.353 billion, exceeding the projected $1.33 billion. Mizuho responded to these strong results by raising its price target for EPAM Systems to $225 while maintaining an Outperform rating, reflecting confidence in the company’s performance. Additionally, Jefferies increased its price target to $230, citing improving demand for EPAM’s services despite macroeconomic challenges. TD Cowen upgraded EPAM Systems from Hold to Buy, highlighting the company’s recovering growth trajectory and the completion of its global delivery reorganization. These analyst actions indicate a positive outlook on EPAM Systems’ future performance. The company’s decision to raise the low end of its 2025 organic constant currency guidance to between 3% and 5% further underscores its strong position in the market.

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