BOSS serves up grand-slam partnership with Australian Open for 2027
BOSS has announced a landmark partnership as the Official Lifestyle Outfitter of the Australian Open from 2027, marking a new chapter at the intersection of sport, style, and global culture.
From the first serve to championship point, the brand will bring its signature sharp tailoring and sport-inspired looks to one of tennis’s most prestigious stages, alongside standout hospitality experiences designed to elevate the tournament on and off the court.
The partnership is built on a shared mindset of ambition, performance, and bold confidence. For BOSS, it also reinforces tennis as a core part of its identity and cultural strategy, offering a platform to connect with global audiences through fashion, sport, and experience-led engagement.
HUGO BOSS CEO Daniel Grieder described the collaboration as a “natural fit”, highlighting shared values of excellence and innovation, while Tennis Australia CEO Craig Tiley said the partnership will help enhance “how the tournament looks, feels, and connects with fans around the world.”
As part of its new role, BOSS will transform the visual identity of the Australian Open, dressing up to 4,000 staff, officials, umpires, and ball kids, bringing a unified and unmistakably premium aesthetic to the event.
