Boss doubles down on tennis offer with first women’s capsule and new ambassadors

The Boss brand is embracing tennis in a big way this year and has announced two new womenswear brand ambassadors from the sport, Noma Noha Akugue and Ella Seidel.

It said that “Akugue and Seidel have already established themselves as ‘ones to watch’ and will enter the qualification rounds of Australia’s top tennis tournament outfitted in specially designed sportswear from Boss, including plissé-hem dresses or skirts, technical tops, and layered shorts in colour-blocked designs complete with signature logo details.”

And we’re told that “both players will sport elegant hues of black and soft cream giving fans a taste of what’s to come later in 2024”. 

What that means is that “in line with the brand’s growth-acceleration strategy in womenswear, with the aim to offer consumers a 24/7 wardrobe, Boss will release its first women’s tennis capsule”.

Meanwhile, Matteo Berrettini – brand ambassador and campaign face since 2022 – will also be starting the tennis season at the Australian tournament. The Italian has co-created a new capsule with the label to be worn on the court. 

It features “fresh takes on sports staples” – polo shirts, shorts, and baseball caps – available in black or white, and detailed with signature-stripe trims.

And in a further link-up, the capsule will be complemented by an exclusive design of the Gel-Resiolution 9 tennis shoe, created in collaboration with ASICS and debuted on court by Berrettini.

Boss is also opening pop-up stores in Terminal 2 and Terminal 3 of Sydney’s Airport. It’s all about “picturesque surroundings featuring tennis-themed décor – including a Boss take on the classic umpire’s chair”.