Today a new era in sport and culture begins for Boss. The German fashion company announces a groundbreaking partnership as the official lifestyle supplier of the Australian Open from 2027. From first serve to match point, the brand will showcase elevated style on and off the court. It combines precise tailoring, sport-inspired looks and outstanding hospitality moments. All of this takes place on one of the most prestigious sporting stages in the world.
The partnership is based on a shared spirit: ambition, world-class performance, global relevance and a bold self-confidence. These values define both Boss and the Australian Open. As a cornerstone of Boss’ cultural strategy, the collaboration creates a strong platform. It makes it possible to get in touch with a large number of fans, open up new target groups and present the entire world of Boss through collections, ambassadors and experiences.
“We are very pleased to partner with the Australian Open, one of the most dynamic and widely followed sporting events in the world,” said Daniel Grieder, Chief Executive Officer (CEO) of Hugo Boss. “This collaboration is a perfect fit for us as it brings together two brands that share the same commitment to excellence, innovation and creating exceptional experiences. Tennis is part of Boss’ DNA. The partnership is therefore an important step in our strategy to further advance the brand’s positioning at the intersection of sport, lifestyle and global fan engagement.”
“The Australian Open has always been about more than just great tennis. It’s about atmosphere, innovation and setting the benchmark for major sporting events worldwide,” said Craig Tiley, CEO of Tennis Australia. “Boss is a global brand with impeccable credentials in sport and style. Together we will improve how our tournament looks, feels and connects with fans around the world.”
In his new role as the tournament’s official lifestyle supplier, Boss will transform the visual identity of the Australian Open like never before. Boss will dress up to 4,000 employees, officials, referees and ball children. This will allow the brand to leave an unmistakable impression and establish its characteristic, self-confident style from the very first moment. The result is a bold change: a unified, elevated and decidedly modern aesthetic. This will be visible in every corner of Melbourne Park. A curated palette of sophisticated hues, subtle nods to the brand’s tailoring and comfortable silhouettes designed for the Melbourne heat usher in a new era of tournament style. This fits perfectly with the fast-paced and energetic spirit of the event.
Boss branding will also be featured throughout the site, including the iconic Rod Laver Arena. Beyond the tennis courts, the collaboration will include exclusive teamwear replicas, merchandise and off-court collections. Dedicated pop-up stores, immersive on-site fan activations, an elevated guest experience and other special events will bring the Boss attitude to every part of the ‘Happy Slam’. Online and in-store, impactful storytelling and curated initiatives will share Melbourne’s sunny spirit with tennis fans around the world.
With a powerful first serve that inspires excitement and sets the tone for the future, the brand has created powerful imagery to accompany today’s announcement. The images build a bridge between the world of fashion and sport. They reinterpret tennis balls in tactile fabrics, from fine wool to soft alpaca. This is a nod to Boss’s roots in craftsmanship and tailoring.
The brand’s history in tennis dates back to the 1980s. At that time, a 15-year sponsorship of the Davis Cup, the world’s largest international team competition in men’s tennis, began. Most recently, Boss recruited star players Taylor Fritz and Matteo Berrettini as well as young talents Noma Noha Akugue and Ella Seidel as brand ambassadors. Since 2022, the brand has also been the title sponsor of the popular ATP 250 tournament, the Boss Open in Stuttgart. By partnering with the Australian Open, Boss consolidates its presence in tennis at one of the most prestigious tournaments in the world. At the same time, the company is strengthening its position as a leading global style authority at the intersection of sport and culture.
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