Grand Slam style: BOSS named Official Lifestyle Outfitter of the Australian Open

The Australian Open is delighted to announce a major new partnership, welcoming global fashion brand BOSS as the tournament’s Official Lifestyle Outfitter from 2027.

The landmark partnership will see BOSS bring its unmistakable blend of sharp tailoring, modern sportswear and premium hospitality to Melbourne Park, dressing the Australian Open on and off the court and elevating the tournament’s world‑class presentation across staff, officials, and fan experiences.

United by shared values of ambition, performance, and international appeal, the Australian Open and BOSS will collaborate to create a confident, contemporary look that matches the energy and status of the world’s Happy Slam.

“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.”

As Official Lifestyle Outfitter, BOSS will design and supply apparel for up to 4000 Australian Open staff, officials, umpires, and ballkids, creating a unified, modern look throughout the precinct. BOSS branding will also feature prominently across the venue, including within Rod Laver Arena.

The partnership will extend well beyond the courts, with exclusive merchandise, off‑court collections, pop‑up retail, immersive fan activations, and elevated hospitality experiences planned to bring the BOSS attitude to life throughout the tournament.

“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 long-standing connection to tennis, including partnerships with elite players, major tournaments, and a growing presence at the intersection of sport, fashion and culture.

With millions of fans watching around the globe and Melbourne Park renowned for its atmosphere and innovation, the partnership signals an exciting new chapter in the Australian Open’s presentation, where world‑class tennis meets world‑class style.

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