To open the 2024 season in style, and to reinforce its strong ties with tennis, BOSS welcomes two new womenswear brand ambassadors: tennis talents Noma Noha Akugue and Ella Seidel.
Akugue and Seidel have already established themselves as ‘ones to watch’ and will enter the qualification rounds of Australia’s top tennis tournament outfitted in specially designed sportswear from BOSS, including plisse-hem dresses or skirts, technical tops, and layered shorts in colour-blocked designs complete with signature logo details.
Both players will sport elegant hues of black and soft cream giving fans a taste of what’s to come later in 2024. In line with the brand’s growth-acceleration strategy in womenswear, with the aim to offer consumers a 24/7 wardrobe, BOSS will release its first women’s tennis capsule.
Matteo Berrettini – BOSS ambassador and campaign face since 2022 – will also be starting the tennis season at the Australian tournament. The Italian sporting star has co-created a new capsule with BOSS, destined to be worn on the court. The new arrivals from BOSS x Matteo Berrettini include fresh takes on sports staples – polo shirts, shorts, and baseball caps – available in black or white, and detailed with signature-stripe trims.
The capsule will be complemented by an exclusive design of the GEL-RESOLUTION™ 9 tennis shoe, created in collaboration with ASICS and debuted on court by Matteo Berrettini. This will be the third product drop from ASICS x BOSS x Matteo Berrettini, following on from successful releases of the same sneaker in different colourways in June and August 2023.
To welcome tennis fans to Australia, BOSS pop-up stores will be opened in Terminal 2 and Terminal 3 of Sydney’s Airport. In picturesque surroundings featuring tennis-themed décor – including a BOSS take on the classic umpire’s chair – visitors will be able to shop the new BOSS x Matteo Berrettini and ASICS x BOSS x Matteo Berrettini styles, along with a selection of modern sportswear from the brand’s main menswear offering.
The new designs will also be available for purchase online at boss.com, as well as in selected stores from January 10, 2024. Prices range from £49 for a cap, to £199 for a zip-through jersey hoodie.
