BOSS enters a new era in sport and culture with a landmark partnership as the Official Lifestyle Outfitter of the Australian Open from 2027.

The partnership is rooted in a shared mindset: ambition, world-class performance, global relevance, and a bold confidence that defines both BOSS and the Australian Open. As a cornerstone of BOSS’s cultural strategy, the collaboration creates a powerful platform to connect with fans at scale, unlock new audiences, and showcase the full world of BOSS through its collections, ambassadors, and experiences.

“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.”

Dressing up to 4,000 staff, officials, umpires, and ball kids, BOSS will make an unmistakable impact, setting its signature confident style from the very first moment. The result is a bold step change: a unified, elevated, and distinctly modern aesthetic that will be visible across every corner of Melbourne Park.

BOSS branding will also be displayed around the venue, including inside the iconic Rod Laver Arena. Beyond the tournament’s courts, the collaboration will extend to exclusive replica teamwear, merchandise, and off-court capsules as well as dedicated pop-up stores, immersive on-site fan activations for an elevated guest experience.