BOSS has announced a new partnership with the German cycling team Red Bull-BORA-hansgrohe, set to commence with the iconic Tour de France™ this season. This collaboration not only extends to the professional team but also includes sponsorship of the U19 and U23 teams, further solidifying BOSS’ commitment to the world of cycling.
Daniel Grieder, CEO of HUGO BOSS, expressed his enthusiasm for the partnership, stating, “The new partnership with the Red Bull-BORA-hansgrohe German cycling team reinforces BOSS’ 24/7 lifestyle positioning while increasing the brand’s visibility and relevance to cycling fans. The athletes have a positive mindset: they work hard to achieve their goals and perfectly embody the brand motto ‘Be your own BOSS’. We are extremely pleased to be present at the Tour de France™, the world’s most famous and prestigious cycling race, which attracts an increasingly younger audience.“
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Ralph Denk, CEO of Red Bull-BORA-hansgrohe, shared his admiration for Daniel Grieder’s sportsmanship and understanding of the value that sport brings to a brand like BOSS. “It’s incredible that Red Bull-BORA-hansgrohe is joining this circle of high-profile brand partners. I am delighted that we will now be wearing the BOSS brand at the world’s biggest cycling events,” Denk remarked.
As the official team sponsor and fashion partner, BOSS will provide the team members with a range of athleisure wear, including hoodies, sweatshirts, jackets, T-shirts, shorts, shirts, down jackets, and vests. During competitions, the BOSS logo will be prominently displayed on both sleeves and in the center of the jerseys worn by the team.
The partnership was celebrated at a special event held at Salzburg’s Red Bull Hangar-7 on June 26, where the new team name, sponsor list, and Tour de France™ roster were unveiled. This marks the first race in which the team will compete under its official name, sporting brand-new bikes and helmets to match.