THE 2027 AUSTRALIAN OPEN IS GETTING A NEW LOOK, AND IT’S BOSS
words by FRANCESCO PIZZUTI
Imagine this: Sun-drenched tennis courts, the sounds of the ball being caught by the racket mid-air, a rhythm forming, two players entering that almost ritualistic flow state. What could possibly complete this beautiful ensemble? Well, perhaps a head-to-toe BOSS outfit.
Thankfully, you can fantasise no further because with the 2027 Australian Open, BOSS becomes the Official Lifestyle Outfitter of the iconic Aussie tennis competition. From the initial gesture, through the sweat of the match, to the championship point, BOSS will be there, accompanying the players in their every move, like a textile lending hand. Adorning their bodies with elevated style on and off the court, the brand’s sharp tailoring carries through from sportier looks to more chic ones; from the court to standout hospitality moments.
The Australian Open is getting a change of look like never before. BOSS is going to dress up over 4,000 staff, officials, umpires, and ball kids; in other words, nobody is escaping this makeover — and we are not mad about it. Every shade is refined, every detail is engineered for practicality without renouncing perfect tailoring.
We can’t wait to see a more unified, elevated, and modern aesthetic consistently carried through every visual aspect of Melbourne Park. BOSS will also expand far beyond the confines of the tennis court with exclusive replica teamwear, merchandise, off-court capsules, pop-up stores, and more events that will make everyone feel the BOSS spirit.
The Australian Open is getting a change of look like never before. BOSS is going to dress up over 4,000 staff, officials, umpires, and ball kids; in other words, nobody is escaping this makeover — and we are not mad about it. Every shade is refined, every detail is engineered for practicality without renouncing perfect tailoring.
We can’t wait to see a more unified, elevated, and modern aesthetic consistently carried through every visual aspect of Melbourne Park. BOSS will also expand far beyond the confines of the tennis court with exclusive replica teamwear, merchandise, off-court capsules, pop-up stores, and more events that will make everyone feel the BOSS spirit.
“We are absolutely excited to partner with the Australian Open, which is one of the most dynamic and globally followed sporting events worldwide. This collaboration is a natural fit for us, as it brings together two brands that share the same commitment to excellence, innovation, and creating extraordinary experiences. Tennis is part of BOSS’s DNA. The partnership, therefore, marks an important step in our strategy to further drive the brand’s positioning at the intersection of sport, lifestyle, and global fan engagement.”
The visual imagery that accompanied the launch of the collaboration is simple yet hits the nail straight on the head: tennis balls portrayed as made of tactile fabrics, from rich wool to soft alpaca, as a nod to BOSS’s roots in craft and tailoring. A visual representation of this bridging of sport and fashion. Through the Australian Open partnership, BOSS is crystallising its presence in tennis, and doing it with some serious style.
