Boss named new life-style clothing store of the Australian Open

Boss has simply been introduced because the official life-style clothing store of the Open, from 2027. According to studies, the model will gown as much as 4,000 employees throughout the occasion, which takes place throughout two weeks on the top of summer season in Melbourne. It is likely one of the most important endorsements of tennis by the German model, owned by Hugo Boss, which operates 451 bricks-and-mortar shops world wide.

The firm reported a 2024 revenue of EUR 4.3 billion (AU $7.1 billion), a quantity that additionally owes to its well-liked fragrances. At the Australian Open 2027, Boss’s clean-lined aesthetic shall be writ massive, because the model plans to decorate everybody from officers to umpires and even promote AO-specific teamwear and merch.

“This collaboration is a natural fit for us, as it brings together two brands that share the same commitment to excellence, innovation, and creating extraordinary experiences,” mentioned Hugo Boss CEO Daniel Grieder. In his phrases, the partnership with the Australian Open “marks an important step in our strategy to further drive the brand’s positioning at the intersection of sport, lifestyle, and global fan engagement”.

The endorsement of one of many world’s largest tennis occasions is the most recent of Boss’s forays into the game. Italian participant Matteo Berrettini and American Taylor Fritz – world quantity six and world quantity 4, respectively – are ambassadors. In the Nineteen Eighties, it started a 15-year sponsorship of the Davis Cup.

Outside tennis it’s partnered with Aston Martin’s Aramco F1 crew. The platform of the Australian Open – which, per its web site, was considered cross-platform for 150 million hours by Australians in 2026, an eight per cent year-on-year enhance – continues to be a compelling one for vogue manufacturers.

At this stage, Boss has not supplied imagery of what outfits will appear to be. Instead, it has sharing teaser imagery of tennis balls in numerous variations of gray, brown and black.

But if something might be gleaned, it’s how Boss attire its tennis participant ambassadors, which provides clues for a way subsequent yr’s AO fashion may manifest. Fritz and Berrettini’s on-court Boss outfits have been decisively minimal and glossy, usually in black or white and infrequently in pink or aquatic inexperienced, outlined by shut matches and monochromatic hues. Berrettini even walked in Boss’s spring/summer season ’25 present in Milan, emphasising the style model’s distinctive tie with tennis that transcends the court docket. To that impact, anticipate an understated sense of favor to flash throughout your display when the Australian Open 2027 season arrives subsequent January.