Australian Open names BOSS as Official Lifestyle Outfitter from 2027

Australia – Global fashion brand BOSS has been named the Official Lifestyle Outfitter of the Australian Open, with the partnership set to begin in 2027.

Announced by Tennis Australia, the collaboration will see BOSS design and supply apparel for up to 4,000 tournament staff, officials, umpires and ballkids. The initiative is intended to create a unified look across the precinct at Melbourne Park, where the Grand Slam tournament is held annually.

As part of the agreement, BOSS branding will also appear across the venue, including inside Rod Laver Arena.

The Australian Open said the partnership aims to enhance the overall presentation of the tournament, combining fashion and sport to reflect the event’s global profile.

“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,” Tennis Australia CEO Craig Tiley said.

“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.”

Beyond outfitting tournament personnel, the partnership will include exclusive merchandise, off-court collections, pop-up retail and fan activations throughout the tournament precinct. Plans also include hospitality experiences designed to integrate the BOSS brand into the broader event environment.

“We are absolutely excited to partner with the Australian Open, which is one of the most dynamic and globally followed sporting events worldwide,” CEO of Hugo Boss Daniel Grieder 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 marks an important step in our strategy to further drive the brand’s positioning at the intersection of sport, lifestyle, and global fan engagement.”

The collaboration builds on BOSS’s existing involvement in tennis through partnerships with professional players and major tournaments. Organisers said the agreement reflects a broader effort to combine sport, fashion and entertainment as the Australian Open continues to expand its global audience.