BOSS has announced a long-term partnership with two-time Formula 1™ World Champion, Fernando Alonso. In this exciting collaboration, BOSS will dress Alonso for official events off the racetrack, including red-carpet moments and interviews. Moreover, Alonso will support BOSS in various promotional activities, brand events, and social media campaigns. The strategic move aligns perfectly with BOSS’s existing role as the Official Fashion Partner of the Aston Martin Aramco Cognizant Formula One™ Team (AMF1) since June 2022, providing high-performance team and travel wear for its drivers.
Fernando Alonso is an icon on the racetrack and a great personality. I’m beyond excited that he’ll be one of our brand ambassadors over the coming years. Fernando neatly embodies what it means to be BOSS today: he has a strong sense of will, makes the right decisions, and inspires people all around the world. He’s a perfect fit for BOSS with his spirit and his attitude. He’s been pursuing his passion for racing since he was a child and has been celebrating success in motorsports for over 20 years now. Fernando is living proof that BOSSes aren’t born – they’re made.
– says Daniel Grieder, CEO of HUGO BOSS.
The announcement follows Alonso’s impressive performance in the current racing season. To celebrate the collaboration, BOSS hosted a grand party on July 20 in Budapest, showcasing the #RaceLikeABOSS spirit.
I’ve long been a fan of BOSS and I’m thrilled to take on this new role as an ambassador within the larger scope of their sponsorship of the Aston Martin F1 ™M Team. I look forward to working closely with the brand and representing what it means to be a true BOSS – both on and off the racetrack.
– says Fernando Alonso.
The event, co-organized with Roland Fashion & LA Fashion Management, took place at a stunning location on the banks of the Danube River, graced by 300 esteemed guests, including over 40 celebrities and influencers such as Tímea Gelencsér, Henry Kettner, Fruzsi Viszkok, Odett Kármán, and Norbi Kamarás – all impeccably dressed in BOSS attire. The party, which started with soothing instrumental music and later transformed into an electrifying affair courtesy of DJ Julia Bossque, offered a night of unforgettable revelry. Press, media, and VIP clients from around the world attended, solidifying the significance of this splendid occasion orchestrated by BOSS and Roland Fashion & LA Fashion Management.
