BOSS IS OFFICIAL LIFESTYLE OUTFITTER OF THE AUSTRALIAN OPEN
BOSS enters a new era in sport and culture, becoming Official Lifestyle Outfitter of the Australian Open from 2027.
A cornerstone of BOSS's cultural strategy, the partnership will harness the unique emotional power of sport to connect with a global audience. BOSS and the Australian Open share a mindset of ambition, world-class performance, and bold confidence – making this a powerful opportunity to showcase the full world of the brand, and to present elevated BOSS style on and off the court.
A GLOBAL STAGE WITH LOCAL HEART
The Australian Open attracts millions of viewers each January, and delivers some of the most exciting moments in sport. Tennis, style, celebrity and entertainment converge at “The Happy Slam” — a reference to the uplifting sunshine spirit of the Melbourne event.
BOSS will dress up to 4,000 staff, officials, umpires, and ball kids with an elevated and distinctly modern aesthetic throughout the tournament. Consumers will also be able to purchase replica teamwear, merchandise, and an off-court capsule collection.
Tennis is an integral part of the BOSS DNA, with a sponsorship heritage dating back to the 1980s. Building on an impactful presence in the sport, including world-class players as brand ambassadors, this exciting new partnership confirms BOSS as a leading global style authority at the intersection of sport and culture.
