Overview
- A partnership announced Monday names BOSS the Australian Open’s Official Lifestyle Outfitter starting in 2027.
- BOSS will design and supply apparel for up to 4,000 staff, officials, umpires, and ballkids to create a unified look across the tournament.
- BOSS branding will appear throughout Melbourne Park, including inside Rod Laver Arena, to give the venue a consistent visual identity.
- The deal adds exclusive merchandise, off-court collections, pop-up stores, immersive fan activations, and upgraded hospitality for on-site guests.
- Tennis Australia’s Craig Tiley said the move supports the event’s focus on atmosphere and innovation, while HUGO BOSS CEO Daniel Grieder framed it as a natural fit that builds on the brand’s long ties to tennis and global fan outreach.