Post by HUGO BOSS

Today, BOSS enters a new era in sport and culture, announcing a major partnership as the Official Lifestyle Outfitter of the Australian Open from 2027 🎾    Far more than a traditional sponsorship, this landmark collaboration is rooted in a shared mindset of ambition, world-class performance, and bold confidence. The perfect platform to connect with fans and showcase the full world of BOSS, the Australian Open is a fast-paced, high-energy event where sport, culture, entertainment, and style intersect on the world stage.    BOSS is set to transform the visual identity of the grand slam, outfitting up to 4,000 staff, officials, umpires, and ball kids. Beyond the court, capsule collections, on-site fan experiences, dedicated  pop-up stores, and much more will cement BOSS’s presence in tennis at one of the world’s most prestigious tournaments.     Read more about the new partnership here: on.hugoboss.com/AO27   #BeYourOwnBOSS