New style - new partner: BOSS becomes fashion partner
In addition to Red Bull, BOSS is another new brand to appear on the jerseys. The core brand of the global fashion and lifestyle company HUGO BOSS has a long tradition in sports sponsorships. As a partner of the Red Bull - BORA - hansgrohe team, BOSS is immersing itself in professional cycling at the highest level. Just in time for the Tour de France, the "Official Partner for Fashion Apparel" is outfitting the team's athletes and staff with new casual and athleisure styles.
Ralph Denk, CEO Red Bull-BORA-hansgrohe
"I met Daniel Grieder a year ago. I was impressed by how sports-minded he is as CEO of a globally renowned fashion brand. He knows about the reach, the stories and the personalities that sport offers and the added value for BOSS. It's cool that Red Bull-BORA-hansgrohe is joining this high-profile circle of brand partners. I am delighted that we will now be wearing BOSS at the world's top cycling events."
Daniel Grieder, CEO of HUGO BOSS
“With this collaboration, we are further expanding our commitment to cycling. The new partnership with the German cycling team Red Bull-BORA-hansgrohe strengthens the 24/7 lifestyle positioning of BOSS while increasing the brand’s visibility and relevance for cycling fans. Athletes have the right mindset: they work hard towards their goals, and perfectly embody the brand motto ‘Be Your Own BOSS.’ We are extremely excited to be present at the Tour de France—the world’s most famous, most prestigious cycling race—which is attracting an ever-younger audience of cycling fans.”