Hugo Boss Serves Up Style At The 2024 Australian Open

With the 2024 Australian Open well underway, fashion and sports enthusiasts will have noticed the style impact of fashion brand Hugo Boss at this year’s tournament. The German fashion house has established itself in the world of tennis style after its successful collaboration with Italian tennis player Matteo Berrettini, who has been an ambassador for the brand since 2022. In light of this, Boss has expanded its tennis line to include a range specifically designed for female athletes. This time, the spotlight shines on German tennis talents Noma Noha Akugue and Ella Seidel, who have graced the courts of the Australian Open in the brand’s latest women’s tennis collection.

Source: Hugo Boss

Hugo Boss has maintained a relationship with tennis for several decades, having sponsored multiple local contests in addition to the Davis Cup in the 1980s. Boss made waves last year when it debuted in the world of tennis apparel with a multiyear partnership with Matteo Berrettini, who not only became Boss’s first sponsored player but also collaborated on a capsule collection of athletic gear.

The success of this partnership led them to extend their work with Berrettini at the 2024 Australian Open by releasing a new line of activewear with Boss.

The Berrettini collection features a range of sports staples, including polo shirts, shorts, and baseball caps, all of which are available in black or white with signature stripe trims. Furthermore, a series of loungewear items are also available for those who enjoy a more relaxed; this includes zip hoodies, drawstring joggers, and logo t-shirts. The line also incorporates state-of-the-art garment technology, such as NOBLE’s odour-controlling Ionic+® technology, and S-Café’s® sustainable fabric derived from recycled coffee grounds.

Moreover, Berrettini’s influence has led to a cross-industry collaboration between Hugo Boss and Asics alongside their capsule collection. The exclusive GEL-RESOLUTION™ 9 tennis shoe design combines the performance technology of Asic shows with the classic style of Hugo Boss to create a unique trainer. This form of partnership is becoming prevalent in sports fashion as more brands turn to athletes to market their products to consumers.

Source: Hugo Boss

Now, turning its attention to female athletes, Hugo Boss has enlisted the talents of two rising stars in the tennis world: Noma Noha Akugue and Ella Seidel. Noma Noha Akugue, aged 20, and Ella Seidel, aged 18, have made significant strides in their tennis careers. When commenting on her partnership with Boss, Akugue expressed her excitement about working with the German fashion brand to give a platform to women’s tennis. Similarly, Seidel commended Boss’s commitment to the sport and their continued support of competitive tennis. 

Both German players showcased the brand’s inaugural women’s tennis collection during the qualifying rounds in Australia. Sporting the Boss collection tennis dresses, skirts, and layered shorts in the brand’s signature colours of cream and black, Akugue and Seidel demonstrated the style and functionality of these new capsule pieces.

To seal their connection with tennis fans at the 2024 Australian Open, Boss has installed pop-up stores in Terminals 2 and 3 of Sydney Airport to greet passengers as they enter the country. These stores offer a unique shopping experience, complete with tennis-themed décor, allowing visitors to shop the new collections and other modern sportswear offerings from the brand’s main menswear line.

Additionally, the new men’s and women’s collections will be available online at and in selected stores as of January 10th, ensuring that tennis enthusiasts worldwide can embrace the blend of fashion and sport that Hugo Boss brings to the court.

As the 2024 Australian Open continues to captivate audiences, Hugo Boss has left an indelible mark on the intersection of tennis and fashion. The brand’s commitment to innovation, collaboration, and inclusivity sets a compelling precedent for the future of sports fashion, promising exciting developments on and off the tennis court. Whether it’s with the expansion of its collaboration with Matteo Berrettini or the introduction of a dedicated women’s tennis collection featuring Noma Noha Akugue and Ella Seidel, as the 2024 Australian Open unfolds, all eyes will be on Hugo Boss.