Photo credit: Hugo Boss
The Happy Slam unveils Boss game gear in January.
Today, Hugo Boss announced a landmark partnership as the Official Lifestyle Outfitter of the Australian Open, starting in January 2027.
“We are absolutely excited to partner with the Australian Open, which is one of the most dynamic and globally followed sporting events worldwide,” Daniel Grieder, CEO of Hugo Boss said. “This collaboration is a natural fit for us, as it brings together two brands that share the same commitment to excellence, innovation, and creating extraordinary experiences.
“Tennis is part of Boss’s DNA. The partnership therefore marksan important step in our strategy to further drive the brand’s positioning at the intersection of sport, lifestyle, and global fan engagement.”
In its new role as the tournament’s official outfitter, Boss is responsible for dressing up to 4,000 staff, officials, umpires, and ball kids.
So what exactly will the AO Boss clothes look like? What will be the biggest change Boss brings to the Melbourne major?
Here’s what the brand said in its news release touting the new pact:
“The result is a bold step change: a unified, elevated, and distinctly modern aesthetic that will be visible across every corner of Melbourne Park. A curated palette of refined shades, subtle nods to the brand’s tailoring expertise, and easy-wear silhouettes engineered for the Melbourne heat come together to signal a new era in tournament style – perfectly in tune with the fast-paced, high-energy spirit of the event.”
“The Australian Open has always been about more than just great tennis – it’s about atmosphere, innovation, and setting the benchmark for major sporting events worldwide,” said Tennis Australia CEO Craig Tiley, who will soon take over as USTA CEO. “Boss is a global brand with impeccable credentials in sport and style, and together we will enhance how our tournament looks, feels, and connects with fans from around the world.”
Hugo Boss branding will change the landscape of the Australian Open.
Boss branding will also be displayed around the venue, including inside the iconic Rod Laver Arena.
“Dedicated pop-up stores, immersive on-site fan activations, an elevated guest experience, and further special events will bring the Boss attitude to every part of The Happy Slam,” Hugo Boss said in a statement. “Online and in store, impactful storytelling and curated initiatives will also share the sunshine spirit of Melbourne with tennis fans around the globe.”