BOSS names F1 World Champion Fernando Alonso brand ambassador

Photo Credit : https://www.hugoboss.com/

BOSS names F1 World Champion Fernando Alonso brand ambassador

BOSS enters a long-term partnership with two-time Formula 1TM World Champion Fernando Alonso. As part of this latest collaboration, BOSS will dress Alonso at official events off the racetrack, including all major red-carpet moments and interviews. Moreover, Alonso will support BOSS in a spate of ongoing promotional activities, brand events, social media campaigns, and more.

The partnership is a strategic and logical move, given that BOSS has been the Official Fashion Partner of the wider Aston Martin Aramco Cognizant Formula One™ Team (AMF1) since June 2022, developing looks, formal apparel, and high-performance team and travel wear for its roster of 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.

“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 TM 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.