Rumors that Hugo Boss could become the next title sponsor of the Red Bull team Alpha Tauri have persisted in recent months. However, the fashion brand is neither expanding its involvement in Formula 1 as a main sponsor nor with the Hugo Boss brand.
The Metzingen fashion group’s Hugo fashion brand will design the equipment for the recently renamed Visa Cash App RB team, Hugo Boss announced on Friday. The team last appeared as Alpha Tauri, under which it had competed since 2020.
The fashion brand’s logo will appear on the team’s racing clothing and vehicles in the coming season. This collaboration will extend to collections that combine Hugo’s tailoring with performance clothing. Racers Daniel Ricciardo and Yuki Tsunoda will be equipped with tailored clothing, and the team will also benefit from high-performance racing and travel clothing, according to the release. Designed by Hugo, racing clothing features eye-catching branding and technical materials for optimal performance.
“We are pleased to deepen our commitment to motorsport by entering Formula 1 with Hugo,” said Hugo Boss CEO Daniel Grieder. “Partnering with the Visa Cash App RB Formula One team allows us to engage with Generation Z on a global scale and in a powerful way. We look forward to further advancing the synergies between sport and fashion to offer consumers new and unique ways to immerse themselves in the Hugo brand.”
This is the second partnership in Formula 1 for the Metzingen-based fashion group. Boss’ main line has been the official clothing partner of the Aston Martin F1 Team since June 2022. A year later, Boss also appointed Aston Martin driver Fernando Alonso as brand ambassador for the brand.