BOSS signs rising tennis stars Ella Seidel and Noma Noha Akugue as latest ambassadors

BOSS has signed emerging German women’s tennis talents Ella Seidel and Noma Noha Akugue as its latest ambassadors in the sport, following its successful partnership with men’s tennis ace Matteo Berrettini.

The news comes ahead of the start of the Australian Open, running from 14-28 January 2024 in Sydney, where all three players will be taking part.

Seidel and Akugue will be outfitted in specially designed sportswear from BOSS for the tournament, including plisse-hem dresses or skirts, technical tops and layered shorts in colour blocked designs, complete with signature logo details.

It will give fans a taste of what’s to come later in 2024 as, in line with the brand’s growth acceleration strategy in womenswear, BOSS will soon release its first women’s tennis capsule collection.

Matteo Berrettini has been a BOSS ambassador and campaign face since 2022. The Italian star has co-created a new capsule with BOSS, destined to be worn on court at the Australian Open.

The new arrivals from BOSS x Matteo Berrettini also include fresh takes on sports staples such as polo shirts, shorts, and baseball caps – available in black or white and detailed with signature stripe trims.

The capsule will be complemented by an exclusive design of the ‘Gel-Resolution’ 9 tennis shoe in collaboration with Asics, to be debuted on court by Berrettini. It will be the third product drop from Asics x Boss x Matteo Berrettini, following on from releases of the same sneaker in different colorways in June and August 2023.

To welcome tennis fans to Australia, BOSS pop-ups will be opened in Terminal 2 and Terminal 3 of Sydney Airport.

They will feature tennis themed décor including a BOSS take on the classic umpire’s chair, and visitors will be able to shop the new BOSS x Matteo Berrettini and Asics x BOSS x Matteo Berrettini styles, along with a selection of modern sportswear from the brand’s main menswear offering.

The new designs are also available for purchase on the BOSS website from today, 10 January, with prices ranging from £49 for a cap to £199 for a zip-through jersey hoodie.