The Australian Open are among the most popular and most glamorous tournaments in the world. From 2027 onwards, they will have an additional touch of style: BOSS has announced it will become the Official Lifestyle Outfitter of the event held in Melbourne at the start of each year. At the centre of this new partnership, as stated in an official note released by the brand, is the aim to “harness the emotional power of sport to connect with a global audience.”
The BOSS aesthetic will be presented throughout the Australian Open in a refined approach both on and off the court: BOSS will, in fact, dress up to 4,000 people including staff, officials, referees and ball kids, with a visual identity fully aligned with the Happy Slam – the tournament’s historic nickname, marking the opening of the Grand Slam tennis season.
Daniel Grieder, CEO of HUGO BOSS, said the company is “delighted to partner with the Australian Open, one of the most dynamic and widely followed sporting events in the world: for us this partnership is a natural fit, as it brings together two brands that share the same commitment to excellence, innovation and the creation of extraordinary experiences”.
This new partnership with the Australian Open is not limited to providing clothing for those who will bring the sporting event to life: fans, both those travelling to Melbourne and those following the tournament around the world, will be able to purchase replica kits, official merchandise and a leisurewear capsule collection. BOSS thus confirms its strong commitment to sport and tennis, reinforcing a relationship that dates back to the 1980s. A commitment now expressed through strategic partnerships: those with elite players such as Taylor Fritz and Matteo Berrettini, and with one of the most colourful and anticipated events of the year.
