Hugo Boss AG(stylized asHUGO BOSS) is a designerfashioncompany headquartered inMetzingen,Baden-Württemberg,Germany.The company sellsclothing,accessories,footwear,andleather goods.Hugo Boss is one of the largest German clothing brands,[4]with global sales of about€4.2 billionin 2023.[2]Its stock is a component of theMDAX.[5]The company's fashion brands areBossandHugo.Hugo Boss also sells licensed brand products for children's fashion,eyewear,watches,home textiles, riding apparel,writing utensilsandfragrances.[6]
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![]() Headquarters in Metzingen, Germany | |
Company type | Public(Aktiengesellschaft) |
---|---|
FWB:BOSS MDAX Component | |
Industry | |
Founded | 1924 |
Founder | Hugo Ferdinand Boss |
Headquarters | , Germany |
Key people | Daniel Grieder (CEO) Yves Müller (CFO/COO) Oliver Timm (CSO)[1] |
Products | High-fashion Accessories Footwear |
Revenue | €4.2 billion (2023)[2] |
€410 million (2023)[2] | |
€270 million (2023)[2] | |
Total assets | €3.472 billion (2023)[2] |
Total equity | €1.311 billion (2023)[2] |
Owners | Free Float(83%) Marzottofamily (15%) Own shares(2%) |
Number of employees | 18,738 (2023)[2] |
Website | www |
![](https://upload.wikimedia.org/wikipedia/commons/thumb/1/12/EMB247_BB_BOSS_14x13_mm._Eksponat_Muzeum_Miniaturowej_Sztuki_Profesjonalnej_Henryk_Jan_Dominiak_w_Tychach.jpg/220px-EMB247_BB_BOSS_14x13_mm._Eksponat_Muzeum_Miniaturowej_Sztuki_Profesjonalnej_Henryk_Jan_Dominiak_w_Tychach.jpg)
The company was founded in 1924 in Germany byHugo Ferdinand Bossand originally produced general-purpose clothing. In the early 1930s, Hugo Boss began to produce and supplymilitary uniformsfor theNazi Germany government,resulting in a large boost in sales.[7]AfterWorld War IIand the founder's death in 1948, Hugo Boss started to turn its focus tomen's suits.The companywent publicin 1988 and introduced a fragrance line that same year, adding men's and women's weardiffusion linesin 1997, a full women's collection in 2000, and children's clothing in 2006–2007. The company has since evolved into a major global fashion house. As of December 2023, it operated 1,418 retail stores worldwide.[2]
History
editEarly years
editAfter the end of theFirst World War,Hugo Ferdinand Boss(1885–1948) took over his parents' clothing retail business in Metzingen, where it still operates, and registered it as a business for manufactured goods in 1922.[8]In 1924, he started a factory for the production of workwear along with two partners, Albert and Theodor Bräuchle, as shareholders. The company produced shirts, jackets, work clothing, sportswear, and raincoats. In 1925 and 1926, Hugo Boss, like all Metzingen companies, announcedKurzarbeitfor its almost 30 employees. In connection with the global economic crisis following theNew York stock market crash of 1929,the company had to reduce its workforce by almost a quarter and file forbankruptcyin 1931. In the same year, Hugo Ferdinand Boss reached an agreement with his creditors, leaving him with sixsewing machinesto start again.[7]
Manufacturing for the Nazi Party
editIn 1931, Hugo Ferdinand Boss became a member of theNazi Party,receiving the membership number 508 889, and a sponsoring member ( "Förderndes Mitglied" ) of theSchutzstaffel(SS).[9]He also joined theGerman Labour Frontin 1936, theReich Air Protection Associationin 1939, and theNational Socialist People's Welfarein 1941.[10]He was also a member of the Reichskriegerbund and the Reichsbund for physical exercises.[11]After joining these organizations, he received orders for the production of clothing for the Nazi Party and its organizations, which helped Hugo Ferdinand Boss to stabilize the company again and his sales increased from 38,260ℛ︁ℳ︁($26,993 U.S. dollars in 1932) to over 3,300,000 ℛ︁ℳ︁ in 1941.[7][11]Though he claimed in a 1934–35 advertisement that he had been a "supplier for National Socialist uniforms since 1924", it is probable that he did not begin to supply them until 1928 at the earliest, but was one of the first to produce brown shirts, copies of the "Lettow shirts" introduced to theSAbyGerhard Roßbachin 1924 rather by chance.[11][12]The factory was "one of numerous smaller manufacturing companies involved in uniform production".[7]
Hugo Boss was not involved in the design of the uniform.[13][14]1924 is also the year the company became aReichszeugmeisterei-licensed supplier of uniforms to theSturmabteilung(SA),Schutzstaffel(SS),Wehrmacht,Hitler Youth,National Socialist Motor Corps,and other party organizations.[10][15]
By the third quarter of 1932, the all-blackSS uniformwas designed by SS membersKarl Diebitsch(artist) andWalter Heck(graphic designer). The Hugo Boss company was one of the companies that produced these black uniforms for the SS. By 1938, the firm was focused on producingWehrmacht uniformsand later also uniforms for theWaffen-SS.[16]
During theSecond World War,besides its 300 employees, Hugo Boss employed 140 forced laborers, the majority of them women from theSoviet UnionandPoland.In addition to these workers, 40 French prisoners of war also worked for the company briefly between October 1940 – April 1941.[17][18]According to German historian Henning Kober, the company managers were fervent Nazis who were all great admirers ofAdolf Hitler.In 1945, Hugo Ferdinand Boss had a photograph in his apartment of him with Hitler, taken atBerghof,Hitler'sObersalzbergretreat.[7][19]
Because of his early Nazi Party membership, his financial support of the SS, and the uniforms delivered to the Nazi party, Hugo Ferdinand Boss wasconsideredboth an "activist" and a "supporter and beneficiary of National Socialism".[11][20]In a 1946 judgment, he was stripped of his voting rights, his capacity to run a business, and fined "a very heavy penalty" of 100,000ℛ︁ℳ︁($70,553 U.S.) (£54,008stg), which was later decreased to 25,000ℛ︁ℳ︁.[11][20]However, Hugo Ferdinand Boss appealed, and he was eventually classified as a "follower", a lesser category, which meant that he was not regarded as an active promoter of National Socialism.[20]
In June 2000, Hugo Boss joined theFoundation Initiative of German Business for the Compensation of Forced Laborersand contributed financially to the fund.[18]An initial study commissioned by the company at the end of the 1990s on the situation in theThird Reichwas not published by the company. The author, Elisabeth Timm, later published it on the internet herself.[11]Later, the economichistorianRoman Köster conducted an independent study, which was also financed by the company and published byC. H. Beckin 2011.[7][13]In the same year, the company issued a statement of "profound regret to those who suffered harm or hardship at the factory run by Hugo Boss under National Socialist rule".[21]
Post-war and development into a fashion company
editHugo Ferdinand Boss died in 1948, but his business survived. His son Siegfried Boss and his son-in-law Eugen Holy took over ownership and management of the company. Production initially focused on uniforms for theFrench armyand theFrench Red Cross,then on uniforms for thepost office,railroadsandpolice.[22]In 1950, the company received its first order formen's suits,resulting in an expansion to 150 employees by the end of the year. Hugo Boss men's suits first appeared on the market in 1953.[23]
By 1960, the company was producing ready-made suits. In 1967, Eugen retired, leaving the company to his sons Jochen and Uwe, who began international development.[24][25]In 1970, the firstBossbranded suits were produced and in 1972, the Holy brothers opened the first factory outlet in a nearby warehouse, which later became theOutletcity Metzingen.[26]In 1975, the Austrian designerWerner Baldessariniwas hired and eventually became head designer.[27]TheBossbrand was registered as a trademark in 1977.[28]This was followed by the start of the company's long association with motorsport, sponsoringFormula Oneteams.[29]
In 1984, the firstBossbranded fragrance appeared. This helped the company gain the required growth for listing on theFrankfurt Stock Exchangethe following year.[30]The brand began a golf sponsorship forBernhard Langerin 1986 and tennis for theDavis Cupin 1987. In 1989,Bosslaunched its first licensedsunglasses.Later that year, the company was bought by a Japanese group.[31]
After theMarzottotextile group acquired a 77.5% stake for $165,000,000 in 1991,[31][32]theHugo,BossandBaldessarinibrands were introduced in 1993. In the same year, the Holy-brothers left the company and Peter Littmann became the new Chairman of the Management Board.[33]
In 1995, the company launched its footwear range, the first in a now fully developed leather products range, across all sub-brands. A partnership with theSolomon R. Guggenheim Foundationwas launched in 1995, resulting in theHugo Boss Prize.[34]In 1997, Littmann left the company after differences of opinion with the Marzotto Group and Baldessarini was appointed CEO in 1998.[27]
Women's fashion (Hugo Womenswear) was first introduced in 1998, with the first women's fragrance (Hugo Woman) appearing at the same time.[35][36]Since then, multiple fragrances and skincare ranges have been launched. In January 1999, Hugo Boss launched its first website.[37]Also in 1999, theBoss Orangebrand was launched as a separate line for casual wear, followed byBoss Selection(2004) andBoss Green,which emerged fromBoss Golfin 2004.[38]2000 saw the launch ofBoss Woman,a product line initially managed by German fashion designer Grit Seymour inMilan,[39]which has since also been presented atBerlin Fashion WeekandNew York Fashion Week.[40][41][42]In 2002, the company was repositioned with a design team at the Metzingen site.[43][44]TheBaldessarinibrand was sold to Werner Baldessarini in 2006 and replaced in theBossrange by theBoss Selectioncollection.[45][46][47]Boss Selectionwas expanded in 2009 to includeBoss Selection Tailored Line,but was integrated into the coreBossbrand in mid-2012.[48][49]
Recent history and rise to an international fashion group
editIn 2002, Baldessarini left the company and Bruno Sälzer took over the position of CEO.[50]Under his leadership, Hugo Boss was transformed into a lifestyle group, the women's line was repositioned, and international expansion was driven forward, particularly in the Asian markets.[43][51]In 2005,Marzottospun off itsfashionbrands into theValentino Fashion Group.[52]In 2007, Valentino was acquired by financial investorPermirafor€3.5 billion,which subsequently exerted a significant influence on the Hugo Boss company.[53]Sälzer left the company in February 2008.[54]In mid-2008, Permira appointed Claus-Dietrich Lahrs as CEO of Hugo Boss.[55]Shortly afterward, the company launched an online shop in the UK, followed by other countries.[56]
In 2009, theBossbrand was by far the largest segment, consisting of 68% of all sales. The remainder of sales were made up byBoss Orangeat 17%,Boss Selectionat 3%,Boss Greenat 3% andHugoat 9%.[57]Also in 2009, Hugo Boss was carved out of the Valentino Fashion Group; from then on, the Hugo Boss stake was held by Permira via its Red & Black Holding.[52]Since a share placement on the stock exchange in November 2011, Permira has held around 66% of the total share capital and 89% of the voting rights in Hugo Boss.[58]In 2010, the company had sales of $2,345,850,000 and a net profit of $262,183,000, with royalties of 42% of totalnet profit.[31]Hugo Boss then had at least 6,102 points of sale in 124 countries. Hugo Boss AG directly owned over 364 shops, 537 mono-brand shops, and over 1,000 franchisee-owned shops.[31]
In June 2013, designerJason Wuwas hired asartistic directorof theBosswomenswear collection.[59][60][61][62]The collaboration ended in 2018.[63]In March 2015, Permira announced plans to sell the remaining shares of 12%.[64]Since the exit of Permira, 91% of the shares have been floating on theFrankfurt Stock Exchange,and the residual 2% have been held by the company. 15% of the shares are owned by the Marzotto family.[65]
Lahrs left the Group in 2016 and the former CFO Mark Langer was appointed as the new CEO in mid-May.[55]In the same year,Cotytook over the perfume licenses for Hugo Boss fromProcter & Gamble.A realignment took place shortly afterwards. As a result, theBoss OrangeandBoss Green lineswere discontinued, and only theBossandHugobrands remained active. Furthermore, the company's own global prices were adjusted, while unprofitable stores were closed, existing ones modernized and thee-commercebusiness was expanded.[66][67]In 2017, Hugo Boss was also included in theDow Jones Sustainability Indexfor the first time. In the same year, the sales of Hugo Boss climbed by 7% during the final quarter of the year.[68]In 2020,Mike Ashley's BritishFrasers Groupacquired a stake of around 5% in Hugo Boss.[69]This stake was reduced to 2.63% by February 2023, but Ashley has access to a further 24.69% viafinancial instruments.[70]
In June 2021,Daniel Griedertook over as CEO of Hugo Boss.[55]Under his direction, the growth strategy Claim 5 was introduced, with the objective of improving the consumer journey and product offerings, increasing relevance, and driving growth across all geographical regions. This strategy is intended to ensure the sustainable growth of the company.[71][72][73]
In the same year, Daniel Grieder set the goal of achieving a revenue of 4 billion euros by 2025.[71]As this revenue target was reached two years earlier, Hugo Boss increased the revenue target for 2025 to 5 billion euros in June 2023.[74]
In 2022, Marco Falcioni was appointed Creative Director.[75]The same year, Hugo Boss invested in thestart-upHeiq Aeoniq LLC, which is developing the cellulose fabric Heiq Aeoniq. In 2023, the fiber was first used in the company's textiles.[76]
In order to meet increased demands, the Group invested 100 million euros in a new distribution building at theBonlanden-Filderstadt site nearStuttgartin the same year. The investments were in digitalization and automation, and robotics applications.[77][78]
In June 2023, Hugo Boss opened theHugo Boss Digital CampusinGondomar, Portugal.[79]
Products and business units
editSince 2017, Hugo Boss has pursued a two-brand strategy, with the core brandBoss(stylized as BOSS) for upscale business and leisure wear andHugo(stylized as HUGO) for a young target group.[66][81][82]The company has additional licensing agreements withCoty,C.W.F.,MovadoandSafilofor product collaborations.[83][84][85][86]
Hugo Boss is active in the following segments:
- Boss: The core brandBossand its sub-brandsBoss Black, Boss Orange, Boss GreenandBoss Cameloffer business clothing and leisurewear ranging from classic to fashionable and casual-sporty.[45][82]The brand offers women's and men's clothing and is aimed at an older target group (millennials).[87][88]In 2022,Boss Womenswearaccounted for 10% of the company's total sales.[89]
- Hugo: TheHugobrand began producing fashion for men in 1993, followed by fashion for women (Hugo Womenswear) in 1998.[45][82]The brand is now aimed atGeneration Zacross bothgenders.[87][88]In February 2024, Hugo Boss introduced another brand line calledHugo Bluewith clothing made from denim and other fabrics.[90][91]
- Children's clothing: Collections for children have been available since 2008, initially under theBoss Orangebrand. In 2009, the license for children's clothing was awarded to C.W.F.Children Worldwide Fashion SAS.[92][93]Children's clothing was initially produced exclusively under theBossbrand; since 2022 also under theHugobrand.[94]
- Shoes: Hugo Boss has been producing shoes since 1995. Initially, MH Shoes & Accessories was a licensee, but since 2004 the Group has been producing the shoes in-house under theirBossandHugobrands.[95]
- Fragrances:Perfumes,creams,deodorantsandshower gelsfor men and women are offered under the namesBossandHugo.The firstBossperfume, the men's fragrance Hugo Boss, which was renamedBoss Number Onein 1998, is still continued.[6]
- Eyewear and watches: The company has been producingeyewearunder license since 1989 andwatchessince 1996.[96]
- Home textiles: In 2011, theBoss Home collectionofbed linen,towellingand other home textiles was also produced under license, presented at a trade fair and subsequently marketed.[97]
- Riding apparel: Since August 2023, Hugo Boss has had riding apparel produced by Bold Equestrian Ltd. under theBoss Equestrianbrand.[98]
- Writing instruments: Hugo Boss also has writing instruments manufactured under license.[99]
- Dog accessories: The company has been producing accessories for dogs under license since 2022.[100]
- Tourism industry:early 2024 the company has taken over a luxury rental villa inBalineseCanggu,an area undergoing frenetic tourism development. Their high-paying clients receive Boss-labelled merchandises as freebies.[101]
Products are manufactured in a variety of locations, including the company's own production sites in:Metzingen,Germany;Morrovalle, Italy;Radom,Poland;İzmir,Turkey;andCleveland,United States.[102]
Hugo Boss has invested in technology for itsmade-to-measureprogram, using machines for almost alltailoringtraditionally done by hand.[103]
In 2020, Hugo Boss created its first vegan men's suit, using all non-animal materials, dyes, and chemicals.[104]
Shareholders and stock exchange
editThe Hugo Boss shares have been included in theMDAXsince March 1999.[105]Until June 2012, theshare capitalwas divided intocommonandpreferred stock.On June 15, 2012, after the close of trading, the preference shares were converted into ordinary shares and all shares were converted intoregistered shares.[106]Since then, the company's share capital has consisted of around 70.4 million no-par value registered ordinary shares.[107]In 2023, a promissory bill loan with a total value of€175 millionwas placed for the first time.[108]
As at March 2024, the shareholder structure was as follows:[109]
- Free float: 83.00%
- Marzotto family (via PFC S.r.l. / Zignago Holding S.p.A): 15.00%
- Treasury shares: 2.00%
Marketing
editAs early as the 1980s, Hugo Boss began with product placements and the outfitting ofcelebrities.Among other things, Hugo Boss outfitted the actors of the popularUSlaw seriesL.A. Lawand was henceforth seen as the outfitter ofyuppies.[110]Hugo Boss dressed the leading actorsDon JohnsonandPhilip Michael Thomasin the crime seriesMiami Vice.[23]Other well-known personalities woreBossoutfits at the time, such asMichael Jackson,who wore a whiteBosssuit on the album cover ofThriller,[111]orSylvester Stallone,who wore aBosssweater asRocky.[112][113]
From 1996 to 2022, Hugo Boss AG sponsored theHugo Boss Prize,an annual $100,000 stipend in modern arts, awarded by theSolomon R. Guggenheim Foundationevery two years as a cultural sponsor, and supported international contemporaryexhibitions.[114]In collaboration with theStaatliche Modeschule Stuttgart,the company has presented theHugo Boss Fashion Awardto fashion students since 1987.[115]
In February 2024, a fashion collection designed by supermodelNaomi Campbellwas introduced.[116]
Social commitment
editHugo Boss has been a partner of the child protection organizationUNICEFsince 2007.[117]In addition, the Group established theHugo Boss Foundation,whose main source of income is the "Every purchase counts" initiative. Since 2023, 5 cents of every own product (excluding licensed products) have been donated through this initiative. The donations are intended to support local, regional and global impact-oriented projects, particularly in the fields of climate and environmental protection.[118]In 2023, for example, the foundation was involved in the crisis areas affected byearthquakes in Turkey and Syria.[119]
Sustainability
editIn 2016, Hugo Boss became a member of theZDHC Foundation(Zero Discharge of Hazardous Chemicals), which is committed to avoiding harmful substances in production.[120]Since 2017, Hugo Boss has been working on its own contribution to the successful implementation of theUNSustainable Development Goals.[121]Furthermore, Hugo Boss was part of theSustainability 2030 science platforminitiated by theGerman government[122]and joined the Klimabündnis Baden-Württemberg in 2024.[123]Sustainability is also part of theClaim 5strategy implemented by Grieder. As part of this, the resale websiteHugo Boss Pre-Lovedwas launched in 2022, which pursues acircular economy.[124]The investment in the start-up Heiq Aeoniq LLC supports the development of its cellulose fiber Heiq Aeoniq, which is intended to replace chemical fibers such aspolyester.Heiq Aeoniq LLC primarily sources its materials from discardedalgae,sugarcane,straw,hemp,nutshells,cigarette butts,andcoffee grounds.[76][125][126]
At the Hugo Boss Digital Campus, data is processed to make company processes more efficient and to thus improve determination of the demand for products, thereby avoiding the overproduction of clothing. Structures are also being created to better track supply chains. This is in line with theSupply Chain Act,which aims to ensure compliance with environmental and social standards. The company has also announced its intention to become CO2-neutral by 2050.[127]
Since December 2023, Hugo Boss has been the first company to invest in Collateral Good Ventures Fashion I, a climate-relatedventure capitalfund aimed at promoting sustainability in the fashion industry.[128]
Compliance
editThe company has introduced structures to ensure compliance. In this context, it works with theFair Labor Association,has established anombudsmansystem, has socialauditscarried out on working conditions and offers the opportunity to use the Fair Labor Association's comprehensive external and anonymous complaints management system.[129]
Controversies
editRussell Brand
editBritish comedian and actorRussell Brandwas at the 2013 GQ awards, which were sponsored by Hugo Boss. After receiving an award on stage, Brand proceeded to talk about Hugo Boss's Nazi connection and did agoose step.He was later ejected from the ceremony and later apologized.[130]
Wages
editIn March 2010, Hugo Boss was boycotted by actorDanny Gloverfor the company's plans to close the plant inBrooklyn, Ohio,US after 375 employees of the Workers United Union reportedly rejected the Hugo Boss proposal to cut the workers' hourly wage 36% from $13 an hour to $8.30. After an initial statement by CFO Andreas Stockert saying the company had a responsibility to shareholders and would move suit manufacturing from the US to other facilities in Turkey, Bulgaria and Romania,[131]the company capitulated to the boycott and cancelled the project. Renewed plans to close the plant in April 2015 also failed.[132][133]
Mirror fall
editIn September 2015, Hugo Boss (UK) was fined £1.2 million in relation to the death in June 2013 of a child who died four days after suffering fatal head injuries at its store inBicester,Oxfordshire.[134]The four-year-old boy had been injured when a steel-framed fitting-room mirror weighing 120 kilograms (260 lb) fell on him.Oxford Crown Courthad earlier been told that it had "negligently been left free-standing without any fixings"[134]and the coroner had said that the death was an "accident waiting to happen".[135]In June 2015, Hugo Boss (UK) had admitted its breach of both theHealth and Safety at Work Act 1974and Management of Health and Safety at Work regulations 1999.[136]The company's legal representative said:
"The consequence of this failing is as awful as one could reasonably imagine. Since the day of the accident Hugo Boss has done all it can, first to acknowledge those failings, to express genuine, heartfelt remorse and also demonstrate a determination to put things right and ensure there cannot be a repeat of what went wrong."
— Jonathan Laidlaw QC (representing Hugo Boss)[136]
Trademark
editIn August 2019, Hugo Boss sent acease and desistletter, objecting to the trademark application ofBoss Brewing,a small brewery based inSwansea,[137]costing the brewery nearly £10,000 in legal fees and compelling them to change the name of several beer brands. Similarly, in November 2023, it was reported that Hugo Boss had sent a cease and desist letter toCanadianfitness company Boss Athletics Inc.[138]In February 2020, professedly as a protest, comedianJoe Lycettchanged his legal name to Hugo Boss.[139]
Cotton from Xinjiang
editIn 2020, Hugo Boss toldNBC Newsit did not use cotton from theXinjiangarea ofChinato avoidUyghur forced labor.[140]However, in 2021, the Chinese subsidiary of Hugo Boss stated on its officialSina Weiboaccount that they had been using cotton from the region and would continue to do so:[141]
"Xinjiang's long-stapled cotton is one of the best in the world. We believe top quality raw materials will definitely show its value. We will continue to purchase and support Xinjiang cotton."[142]
The statement was later edited to simply saying they have partners "in various regions of China" with a link to an English-language page on their website, which in turn linked to another statement containing the following words: "Hugo Boss has not procured any goods originating in the Xinjiang region from direct suppliers."[143]Initially attracting thousands oflikes,the edited Weibo post received many comments accusing the brand ofhypocrisy.[144][145]A company spokeswoman stated that the original Weibo post was unauthorized and that the company's position has not changed.[146]According to the company's official statement, all materials are only sourced from suppliers that comply with the Hugo Boss Supplier Code of Conduct.[143]
In September 2021, theEuropean Center for Constitutional and Human Rightsfiled a complaint with German prosecutors accusing Hugo Boss of abetting and profiting from forced labor in Xinjiang.[147]In 2022, researchers fromNordhausen University of Applied Sciencesidentified cotton from Xinjiang in Hugo Boss shirts.[148]
Sponsorships
editIn the field of sports sponsorships, Hugo Boss has been active inmotorsport,golf,association football,sailing,tennis,andwinter sports.[149][150][151]The company's activities began in the 1970s with the support of racing driverJochen Mass,[152]and were further expanded in motorsport through the sponsorship of theMcLarenFormula 1 team from 1981 to 2014,[153]one of the longest partnerships in motorsport.[29][154]This led to several drivers being outfitted with Hugo Boss clothing, includingAlain Prost,Ayrton Senna,andNiki Lauda.[155]Boss has been the official clothing partner of theAston Martin F1team since July 2022. One year later, Boss also appointed Aston Martin driverFernando Alonsoas a brand ambassador.[156]In 2024, Boss signed a partnership withDavid Beckham.[157][158][159]
Athletics
editPlayers
editSki
editRaces
editTennis
editTournaments
edit- Stuttgart Open(since 2022 Boss Open)
Players
edit- Matteo Berrettini(global ambassador) (from 2022)
- Taylor Fritz
Formula One
editTeams
edit- McLaren(1987–2014)
- Mercedes-Benz(2015–2018)
- Aston Martin(2022–2025)[160]
- RB(2024–)
Drivers
editCycling
editTeams
edit- Red Bull–Bora–Hansgrohe(2024–)[161]
See also
editReferences
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- ^abAngelopoulou, Alexia (August 26, 2006). "Stilsicherer Überzeugungstäter".Frankfurter Allgemeine Zeitung.Vol. 198. p. 14.
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