Emblazoned with the spirit of a champion, Fernando Alonso, the renowned Formula 1 driver for Aston Martin, has signed on as the new brand ambassador for the German fashion powerhouse, BOSS. This thrilling development comes as Alonso continues his high-octane performance on the racing tracks, merging speed and style as he beautifully personifies the #RaceLikeABOSS essence.
In the heart of Budapest, the world of racing and high fashion converged at a special event held on July 20th. Fernando Alonso, a titan on the asphalt and a charismatic personality off it, was introduced as the latest BOSS ambassador, marking another milestone in the brand’s deepening commitment to Formula 1.
Daniel Grieder, CEO of HUGO BOSS, extolled Alonso as the epitome of what BOSS stands for today. “Fernando is an icon on the racetrack, with a strong will, insightful decisions, and an inspirational aura that resonates worldwide“, he said. “His enduring passion for racing, marked by over two decades of triumph in motorsports, makes him a living testament to the belief that BOSSes are not born – they are made“.
Fernando’s illustrious career, marked by relentless determination and sustained success, resonated strongly with Nadia Kokni, senior vice president of global marketing at BOSS. “Fernando is indeed a boss on the track, an enduring icon of the sport, experiencing a revival that not many could have predicted. We’re thrilled to align with a living legend who masterfully rules his domain“.
As part of his ambassadorship, Fernando will sport BOSS during public appearances, from red carpet events to interviews. His role extends beyond the aesthetic, involving him in a series of promotional activities, brand events, social media campaigns, and more.
“I’ve long been a fan of BOSS and 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”, said Fernando Alonso.
In 2022, BOSS embarked on a long-term partnership with Aston Martin, becoming the official fashion partner for the team. The brand’s commitment to creating formal apparel for the racers and high-performance race and travel wear for the whole team was a reinvigoration of their association with motorsports, an alliance dating back to 1972. With Alonso’s ambassadorship, BOSS seeks to strengthen its presence in Formula 1.
“[Alonso’s] whole ethos as an athlete is something that really resonates with our philosophy as a brand”, Kokni said. “The whole thing about being your own boss – people that craft their own path and that whole energy and attitude really aligns with us. We have a rich and blessed history of working with iconic people who are leading their fields. There’s no doubt that someone like Alonso is perfect for us in that regard”.
As the new era of this partnership unfolds, the fusion of Alonso’s track dominance and BOSS’ fashion prowess promises to leave an indelible mark on the world of Formula 1 and beyond.
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