Dallas is fast becoming American tennis’s most compelling destination, and BOSS is doubling down on the momentum. The German fashion powerhouse returns as the official apparel partner of the Nexo Dallas Open for the second consecutive year, cementing its position at the intersection of high-performance sport and contemporary style. The tournament runs February 7–15, 2026, at the Ford Center at The Star in Frisco, Texas.
The timing couldn’t be sharper. As tennis captures renewed global attention, driven by a new generation of charismatic players and the sport’s expanding cultural footprint, Dallas has emerged as an unexpected epicenter. The Nexo Dallas Open, the only ATP Tour indoor championship in the United States, brings world-class competition to North Texas while carrying the legacy of storied American tournaments once held in New York and Memphis.
BOSS isn’t simply sponsoring; it’s shaping the narrative. The brand will debut the BOSS x Dallas Open collection on-site, featuring shirts, sweatshirts, and hats bearing the official tournament logo. Ball kids will take the court outfitted head-to-toe in BOSS x Nexo Dallas Open product, a visual statement that extends the brand’s presence into every frame of the action.
Taylor Fritz: The Face of Confident Performance
At the heart of the partnership stands BOSS ambassador Taylor Fritz, one of the world’s elite players and a figure who embodies the brand’s ethos of self-determined confidence. Fritz will compete throughout the tournament dressed in BOSS, his on-court presence reinforcing the seamless connection between athletic excellence and refined style.
Fans can shop select pieces inspired by Fritz’s match looks, including the now-iconic BOSS headband, a playful nod to the moment Fritz accidentally wore his upside-down during a standout performance last season. What could have been a wardrobe malfunction became a signature moment, and BOSS has leaned into it with characteristic wit.
Fan Experiences That Go Beyond the Baseline
BOSS is bringing the energy directly into the stands. During one of Fritz’s matches, the brand will host an in-stadium sweepstakes: select fans will receive complimentary BOSS headbands upon entry and be encouraged to wear them courtside. One lucky participant, randomly selected via jumbotron, will score a seat upgrade—bringing them closer to the action and deeper into the BOSS experience.
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An immersive BOSS pop-up store within the Ford Center elevates the retail moment, showcasing the latest collections alongside the BOSS x Dallas Open capsule. The space transforms the tournament into a fully realized brand environment, engaging fans at every touchpoint.
BOSS Club: Where Tennis Meets Hospitality
Beyond the court, BOSS extends its footprint into Dallas’s social scene. The brand has taken over Monarch Stag, reimagining the restaurant as “BOSS Club” for the tournament’s duration. The venue will serve as a gathering point for players, media, and guests, blending refined hospitality with the brand’s confident aesthetic.
It’s a move that speaks to BOSS‘s broader ambition: positioning tennis not just as a sport, but as a lifestyle moment where fashion, culture, and competition converge.
The Collection
The BOSS x Nexo Dallas Open capsule launches February 7th at the Ford Center at The Star. The range includes tees, hoodies, accessories, and more, with prices spanning $50 to $228.
A Tournament With Legacy
The Nexo Dallas Open carries serious pedigree. Its history reads like a who’s who of American tennis: John McEnroe, Pete Sampras, Andre Agassi, Andy Roddick, Michael Chang, John Isner, and Andy Murray have all graced its courts. Today’s generation—Taylor Fritz, Ben Shelton, Casper Ruud, Tommy Paul—continues that tradition, bringing fresh energy to a tournament that bridges tennis’s past and future.
For BOSS, the partnership represents more than visibility. It’s a statement of intent: the brand is here to shape modern tennis culture, one serve at a time.
Finally a Spotlight on DALLAS !