The Metzingen fashion group Hugo Boss AG has further increased its involvement in professional tennis. On Monday, the company announced that its flagship brand Boss will become the “official lifestyle supplier” of the Australian Open Grand Slam tournament starting next year.
As part of the “groundbreaking partnership,” Boss will dress up to 4,000 employees as well as the tournament’s officials, referees and ball children and “shape the visual identity of the Australian Open in an unprecedented way,” according to a statement. The Boss branding will be visible “around the event site, including in the legendary Rod Laver Arena”.
In the context of the tournament, the fashion group says it is planning “special pop-up stores, immersive fan activations on site, a first-class guest experience concept and other special events”. The collaboration also includes “exclusive replica teamwear, merchandise items and off-court collections”.
Hugo Boss CEO Daniel Grieder praised the future collaboration. “We are delighted to partner with the Australian Open, one of the world’s most dynamic and followed sporting events,” he said in a statement. “This collaboration is a perfect fit for us as it brings together two brands that share the same standards of excellence, innovation and exceptional experiences.”
Tennis is “part of the boss DNA,” emphasized Grieder. The partnership therefore marks “an important step in our strategy to further advance the brand’s positioning at the intersection of sport, lifestyle and global fan engagement.”
The Metzingen fashion group has been present in tennis for decades. The company has also been the title sponsor of the men’s tournament in Stuttgart since 2022. In addition, professionals such as Taylor Fritz and Matteo Berrettini serve as Boss brand ambassadors.
