The Boss brand announces a partnership with the Spanish double world champion of Formula 1, the legend Fernando Alonso. Boss will dress the Aston Martin driver at official off-track events. Additionally, Fernando Alonso will support Boss for social media campaigns. As a reminder, Boss is already the official fashion partner of the Aston Martin Aramco Cognizant Formula One Team, currently 3rd in the constructors’ standings, since June 2022, developing formal clothing, as well as high performance clothing for the teams and for the drivers.
The announcement was celebrated at a Boss Party held on Thursday July 20 in Budapest just before the 2023 Hungarian Grand Prix, perfectly reflecting the #RaceLikeABOSS spirit. Boss hosted 300 guests at this event in the heart of the city, in partnership with Roland Fashion and LA Fashion Management. The party took place on the banks of the Danube. More than 40 celebrities and influencers, such as Tímea Gelencsér, Henry Kettner, Fruzsi Viszkok, Odett Kármán and Norbi Kamarás, were present and dressed as Boss.
A date surely chosen cleverly: 20 years ago, it was in Budapest during the 2003 Hungarian Grand Prix that “Nando” won his first victory in Formula 1, even putting Michael Schumacher, then five times world champion, by one lap… The longevity at this level of the Spaniard is exceptional.
Daniel Grieder, CEO Hugo Boss : “Fernando Alonso is a respected driver on the circuits with an extraordinary personality. I am very happy that he will become one of our brand ambassadors for years to come. He perfectly embodies what it means to be a Boss today. He has pursued his passion for racing since childhood and has been successful in motorsports for over 20 years now. Fernando is living proof that you are not born a boss – you become one”.
Fernando Alonso “I have been a long time fan of the brand and I am happy to become one of its ambassadors in addition to the support of the Aston Martin F1 team. I look forward to working with Boss teams both on and off the circuit.”
