Track and field

GO THE EXTRA MILE

BOSS is committed to going the extra mile, having partnered with inspirational athlete Alica Schmidt. A BOSS in everything she does, Alica has consistently exhibited the positivity, drive, and strength that underly her unending pursuit of greatness. Now a member of the German national team, Alica has been a long-standing friend of the brand, having walked in the spectacular BOSS x Russell Athletic show in Milan. Shortly after her debut, Schmidt joined us officially as a BOSS global brand ambassador, on and off the track.

RUN DON’T WALK

As a professional runner, model and track-and-field star, Alica Schmidt knows that winning is all about attitude. Born in 1998 in Germany, she first started her athletic career in her teenage years, quickly making a name for herself as an unstoppable competitor, consistently pushing herself to greater heights. Alica's impressive ambition and determination have led to a number of medals won on the international and national stage. In 2019, she won a bronze medal in the 4 x 400m relay event at the U-23 European Championships, adding to the silver she’d previously won at the same distance in the U-20 Championships in 2017. Since then Alica has gone to win numerous medals at national events too, including a 400m silver at the 2022 German Indoor Championships in Leipzig. Alica's commitment to excellence so far in her burgeoning career has been an inspiration to many, with her achievements to date having earned international recognition. She is a true example of what can be achieved when you put your mind to something, emanating determination and positivity in her drive to make it happen.
As a professional runner, model and track-and-field star, Alica Schmidt knows that winning is all about attitude. Born in 1998 in Germany, she first started her athletic career in her teenage years, quickly making a name for herself as an unstoppable competitor, consistently pushing herself to greater heights. Alica's impressive ambition and determination have led to a number of medals won on the international and national stage. In 2019, she won a bronze medal in the 4 x 400m relay event at the U-23 European Championships, adding to the silver she’d previously won at the same distance in the U-20 Championships in 2017. Since then Alica has gone to win numerous medals at national events too, including a 400m silver at the 2022 German Indoor Championships in Leipzig. Alica's commitment to excellence so far in her burgeoning career has been an inspiration to many, with her achievements to date having earned international recognition. She is a true example of what can be achieved when you put your mind to something, emanating determination and positivity in her drive to make it happen.
I am passionate about fashion and feel like this is so much more than just a brand partnership. I’m beyond grateful for the support from BOSS and how deeply I’m involved in all processes. I’ve been watching BOSS for a while and feel so grateful that we are working in new ways together, telling a story, taking chances and having fun along the way.
Alica Schmidt

FURTHER SPONSORSHIP ACTIVITIES

Motorsports

The company entered a partnership with the Formula E racing series in December 2017 as “Global Apparel Partner” which is the first electric car racing series in the world. Additionally we support the Formula E drivers Lucas Di Grassi, Jean-Éric Vergne, André Lotterer as well as former Formula One world champion Nico Rosberg.

Winter Sports

BOSS is proud to be a part of the legendary Hahnenkamm Races in Kitzbühel, Austria, once again.

Golf

HUGO BOSS made its first foray into golf sponsorship in 1985 by supporting Bernhard Langer. This marked the beginning of an ongoing association with the sport.

Tennis

After a successful foray into the world tennis sponsorship with the Davis Cup in the 1980s, BOSS is back on court!