Boss, a German fashion brand, has signed Aston Martin Formula 1 driver Fernando Alonso as its new brand ambassador, as it continues its push into Formula 1.
The decision comes after Boss struck a long-term relationship with the Aston Martin team in June 2022 to become its official fashion partner, producing looks, formal clothes, and high-performance team and travel wear for its driver roster.
Boss will dress Alonso for official off-track events, including all significant red-carpet moments and interviews, as part of his role as brand ambassador. Furthermore, the Formula One driver will assist Boss with continuous promotional initiatives, brand events, and social media campaigns.
Daniel Grieder, chief executive of Hugo Boss, said in a statement, “Fernando Alonso is an icon on the racetrack and a great personality. I’m beyond excited that he’ll be one of our brand ambassadors over the coming years.”
Commenting on his appointment, Alonso added, “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.”
