Boss names Fernando Alonso brand ambassador with sports clearly key for label

By

Cassidy STEPHENS

Published
Jul 24, 2023

Hugo Boss’s reborn and fast-growing Boss label has announced a long-term partnership with two-time Formula 1 World Champion Fernando Alonso. 

The collab will see the brand dressing Alonso at official events off the racetrack, "including all major red-carpet moments and interviews”.

The sports star will also support Boss in “a spate of ongoing promotional activities, brand events, social media campaigns, and more”.

The company said that the announcement is a “strategic and logical move” as Boss has been the Official Fashion Partner of the wider Aston Martin Aramco Cognizant Formula One Team (AMF1) for the last year, “developing looks, formal apparel, and high-performance team and travel wear for its roster of drivers”.

Hugo Boss CEO Daniel Grieder said Alonso “neatly embodies what it means to be Boss today: he has a strong sense of will, makes the right decisions, and inspires people all around the world. He’s a perfect fit with his spirit and his attitude”.

It’s undeniably good timing given that Alonso has seen a strong performance over the course of the current racing season. 

The move continues the stronger links Hugo Boss is forging with sports via the Boss label.

Only last month it announced “a new chapter of sports sponsorship and collaboration with three exciting new ventures in the world of cycling”. The deals included sponsorship of the Tudor Pro Cycling Team, a partnership with BMC that includes co-branded bikes, and a co-created capsule collection with ASSOS of Switzerland. 

In January, it also returned to the slopes as Presenting Partner of the Hahnenkamm Races in Kitzbühel, Austria. It marked the second year of a four-year partnership between the premium German fashion brand and the ski event. The Hahnenkamm weekend also served as a celebration of the launch of an exclusive collaboration between Boss and skiwear brand Perfect Moment.