In a significant move into tennis, Boss proudly introduces Noma Noha Akugue and Ella Seidel as brand ambassadors for its expanding womenswear line. Set to debut during Australia’s top tennis tournament, both players will showcase specially designed sportswear from Boss. The collection, featuring plissé-hem dresses, skirts, technical tops, and layered shorts with signature logo details, emphasizes elegant hues of black and soft cream. This strategic step aligns with Boss’s growth plan in womenswear, introducing its inaugural women’s tennis capsule to meet consumer demands for a versatile 24/7 wardrobe.
Matteo Berrettini, Boss brand ambassador and campaign face since 2022, will commence the tennis season at the Australian tournament. Collaborating with the label, Berrettini co-creates a capsule offering fresh interpretations of sports staples—polo shirts, shorts, and baseball caps—in black or white, enriched with signature-stripe trims. The collection is complemented by an exclusive design of the Gel-Resiolution 9 tennis shoe, a collaboration with ASICS, debuting on the court alongside Berrettini.
To reinforce its tennis presence, Boss is launching pop-up stores in Sydney’s Airport Terminal 2 and Terminal 3. These stores boast picturesque surroundings with tennis-themed décor, featuring a unique Boss take on the classic umpire’s chair.
