The Australian Open has announced a partnership with global fashion brand BOSS, designating it as the tournament’s Official Lifestyle Outfitter starting in 2027. This collaboration will integrate BOSS's distinctive style of sharp tailoring and modern sportswear into the tournament, enhancing the overall presentation at Melbourne Park, both on and off the court.
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Tennis Australia CEO Craig Tiley remarked that the Australian Open represents more than just exceptional tennis; it embodies atmosphere, innovation, and sets a benchmark for major sporting events globally. He affirmed that BOSS, with its strong credentials in sport and style, will help elevate the tournament’s experience for fans and participants alike.
As the Official Lifestyle Outfitter, BOSS will provide apparel to approximately 4,000 Australian Open staff, officials, umpires, and ballkids, creating a cohesive and contemporary aesthetic throughout the event precinct. The BOSS brand will be prominently displayed at the venue, including within Rod Laver Arena.
The partnership is set to extend beyond the courts, introducing exclusive merchandise, off-court collections, pop-up retail experiences, immersive fan activations, and enhanced hospitality options to embody the BOSS spirit throughout the tournament.
Daniel Grieder, CEO of HUGO BOSS, expressed excitement about this partnership, citing the Australian Open as a vibrant and globally followed sporting event. He noted that the collaboration aligns with both brands’ commitment to excellence and exceptional experiences and reflects BOSS's deep-rooted connection to tennis.
This partnership marks a significant step in BOSS’s ongoing strategy to strengthen its presence at the intersection of sport, lifestyle, and global fan engagement. It signals an exciting new chapter for the Australian Open, where elite tennis meets high fashion.