Hugo Boss has recruited Fernando Alonso as its brand ambassador.
Last year, Hugo Boss announced its partnership with the Aston Martin Aramco Cognizant Formula One™ Team (AMF1). Since then, the renowned German brand has designed stylish formal wear and high-performance racing suits for both the teams and the drivers of the racing team.
On July 20th, prior to the Hungarian Grand Prix, Hugo Boss took a further step into Formula 1 by signing the World Champion, Fernando Alonso, who is currently having one of his best seasons behind the wheel of his Aston Martin.
For the brand, this announcement was an opportunity to host an event by the Danube River in Budapest, with the slogan #RaceLikeABOSS, in collaboration with Roland Fashion and LA Fashion Management.
“Fernando Alonso is a highly respected driver with an extraordinary personality,” stated Daniel Grieder, CEO of Hugo Boss.
“I am delighted to have him as one of our brand ambassadors for the coming years. He epitomizes what it means to be a Boss today. He has pursued his passion for racing since childhood and has been successful in the world of motorsport for over 20 years. Fernando is living proof that a boss is not born, but made,” he added.
During his time at the helm of Tommy Hilfiger, Daniel Grieder was a familiar figure in the Formula 1 paddocks. The American brand was a partner of the Mercedes-Benz team and the British World Champion, Lewis Hamilton. This experience brought him great pleasure and also instilled a strong conviction in sponsoring athletes for a fashion brand. For this reason, since taking the lead at Hugo Boss, Grieder decided to bet on champions. In addition to the world of Formula 1, Hugo Boss has signed sponsorship agreements in the last 18 months with tennis player Matteo Berrettini, the Swiss cycling team Tudor Pro Cycling, and stages of the World Padel Tour in Vienna and Düsseldorf.
