Fernando Alonso, the fearlessly aggressive (yet incredibly nice) Spanish driver who competes for Aston Martin, is the current Formula 1 World Champion. The 41-year-old has taken home the trophy twice, is a double winner of the Le Mans 24-Hour championship and has started the most races in F1 history. He ain't the youngest guy in the game, but he's definitely the quickest. No big deal.
It's no surprise then that German super brand Boss want him lining up for them, too. As part of a new partnership between Alonso and Boss, the driver will be kitted out in custom-made gear from the brand. The newly-appointed ambassador, who joins the likes of tennis player Matteo Berratini and track-and-field star Alica Schmidt, will be dressed solely by Boss for everything from press conferences, where he'll wear scissor sharp suiting, to in the pits where he'll wear custom Boss high-performance wear. In short: Alonso will have the sickest wardrobe of any Formula One racer.
Formula One isn't new territory for Boss. The label, best known for its evening suits and punchy streetwear, has been a key player on the race track for fifty years and was actually one of the first fashion brands to leverage the sport's popularity. Boss went racing into the F1 in 1981 with McLaren, enjoying a relationship that lasted until 2015, before switching to Mercedes. But that ended in 2017 when Boss decided to focus its efforts on Formula E (which it still does), before the brand hopped back in the F1 driving seat in 2022 with a new partnership with Aston Martin. It is the official partner of the wider Aston Martin Aramco Cognizant Formula One.
“Fernando Alonso is an icon on the racetrack and a great personality," said Daniel Grieder, CEO of Hugo Boss group. “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.”
Alonso followed up: “I’m thrilled to take on this new role as an ambassador within the larger scope of their sponsorship of the Aston Martin F1 TM 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.”
