Boss, the renowned brand under Hugo Boss, is proud to announce its latest brand ambassador, Formula 1 World Champion Fernando Alonso. This exciting partnership will see Alonso representing Boss at various official events outside of the racetrack, including red-carpet moments and interviews. In addition, he will actively support the brand through promotional activities such as brand events and social media campaigns.

This collaboration comes as no surprise, considering Boss’s successful partnership as the Official Fashion Partner of the Aston Martin Aramco Cognizant Formula One Team (AMF1) for the past year. During this time, Boss has developed exceptional formal apparel and high-performance team and travel wear for the team’s drivers. The CEO of Hugo Boss, Daniel Grieder, believes that Alonso epitomizes the spirit and attitude of Boss today, with his determination, strong decision-making abilities, and global inspiration.

The timing of this announcement is perfect, given Alonso’s outstanding performance in the current racing season. It also highlights Hugo Boss’s increasing focus on sports through its Boss label. Just recently, the brand revealed new sports sponsorships and collaborations in the cycling world. These partnerships include the Tudor Pro Cycling Team and collaborations with BMC for co-branded bikes and ASSOS of Switzerland for a capsule collection. Additionally, Hugo Boss has solidified its presence in the skiing community by returning as the Presenting Partner of the Hahnenkamm Races in Kitzbühel, Austria.

The collaboration with Fernando Alonso further strengthens Boss’s connection with the world of sports. By aligning themselves with successful athletes and sports teams, the brand taps into the energy, determination, and passion associated with sports. This not only showcases the brand’s commitment to high-performance and stylish apparel but also highlights their ability to resonate with a wider audience beyond the traditional fashion industry.

As the Boss label continues to expand and grow, we can expect more exciting collaborations and partnerships with influencers from various fields. By leveraging the power of sports and the global appeal of sports stars like Fernando Alonso, Hugo Boss is positioning itself as a brand that not only understands style but also recognizes the impact and influence of athletes in today’s culture.

Useful links:
Hugo Boss Fashion Partnership with Aston Martin Formula One Team
Hugo Boss Sport Campaign