BOSS names two-time F1 World Champion Fernando Alonso as brand ambassador

BOSS has revved up its brand ambassador partnership programme with the signing of Spanish racing driver and two-time Formula 1 World Champion, Fernando Alonso.

BOSS will dress Alonso at official events off the racetrack, including all major ‘red-carpet moments’ and interviews. Alonso will also support BOSS in promotional activities, brand events and social media campaigns.

The announcement is a strategic 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.

BOSS CEO Daniel Grieder, said: “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.”

Alonso added: “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 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.”