BOSS recently announced a long-term partnership and the launch of a standalone capsule collection, co-created by Italian professional tennis player, Matteo Berrettini.
Meanwhile, BOSS, for the third time, became the title sponsor of the BOSS OPEN at the Tennis Club Weissenhof, Stuttgart, forging a long-term partnership with their new brand ambassador Matteo Berrettini. Throughout the tournament, tennis fans will be able to shop the BOSS x Matteo Berrettini capsule in the BOSS pop-up store during the event. On Center Court, statement-making BOSS signage displayed prominently of the audience, whether they’re watching the action live in Stuttgart or tuning in from home.
It's always a tricky strategic maneuvering that brands have to be careful of whenever attempting to break into a new segment. Whether it was equestrian, golf or motorsport, it was always the traditional approach that worked best to capture the attention of a burgeoning scene as well as existing players of the sport. Brooks Brothers and Sacoor Brothers, offered their own interpretations of tennis without straying far from familiar designs. They function just the same—packed with added functionalities for some—and are masterful showcases of the kind of craftsmanship that each brand is known for.
Tennis is slowly going the way of how golf has been embraced by the luxury fashion community. Uniqlo was a huge winner by signing Roger Federer as an ambassador in 2018, resulted in growing attention of the brand over the years. We have yet to see a pro tennis fronting luxury fashion campaigns but that days are numbered. As it stands, the number of celebs and content creators taking up the sport is becoming more prominent. Luna Maya shared a photo of herself on Instagram with her new favorite sport; Anya Geraldine has been consistently playing recreationally for a couple of years now; Brad Pitt is also a fan, as are many others.
Yes, there is a renewed resurgence for the sport, marked by a continuous intersection between luxury fashion and lifestyle. But will it stay? Nobody can predict the future and it depends on how the tennis community will tap on this uptick to evolve the sport. There needs to be a way to not only make tennis more exciting, but also more accessible to a range of income brackets in order to compete with the other growing sports like paddle or even e-sports.
