Grand Slam model: BOSS named Official Lifestyle Outfitter of the Australian Open

The Australian Open is delighted to announce a significant new partnership, welcoming international trend model BOSS because the event’s Official Lifestyle Outfitter from 2027.
 
The landmark partnership will see BOSS carry its unmistakable mix of sharp tailoring, fashionable sportswear and premium hospitality to Melbourne Park, dressing the Australian Open on and off the courtroom and elevating the event’s world‑class presentation throughout employees, officers, and fan experiences.
 
United by shared values of ambition, efficiency, and worldwide attraction, the Australian Open and BOSS will collaborate to create a assured, up to date look that matches the vitality and standing of the world’s Happy Slam.
 
“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,” Tennis Australia CEO Craig Tiley stated.
 
“BOSS is a global brand with impeccable credentials in sport and style, and together we will enhance how our tournament looks, feels, and connects with fans from around the world.”
 
As Official Lifestyle Outfitter, BOSS will design and provide attire for as much as 4000 Australian Open employees, officers, umpires, and ballkids, making a unified, fashionable look all through the precinct. BOSS branding may even characteristic prominently throughout the venue, together with inside Rod Laver Arena.
 
The partnership will lengthen properly past the courts, with unique merchandise, off‑courtroom collections, pop‑up retail, immersive fan activations, and elevated hospitality experiences deliberate to carry the BOSS perspective to life all through the event.
 
“We are absolutely excited to partner with the Australian Open, which is one of the most dynamic and globally followed sporting events worldwide,” CEO of HUGO BOSS Daniel Grieder stated.
 
“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. Tennis is part of BOSS’s DNA. The partnership therefore 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 collaboration builds on BOSS’s long-standing connection to tennis, together with partnerships with elite gamers, main tournaments, and a rising presence on the intersection of sport, trend and tradition.
 
With thousands and thousands of followers watching across the globe and Melbourne Park famend for its environment and innovation, the partnership alerts an thrilling new chapter within the Australian Open’s presentation, the place world‑class tennis meets world‑class model.