At the 2024 Indian Wells BNP Paribas Open, Taylor Fritz appeared on Centre Court wearing a simple yet sleek BOSS kit. Shortly after, an official partnership and sponsorship announcement between Fritz and BOSS was posted on Instagram, confirming this major commercial collaboration.
Fritz has shown his interest and excitement after leaving his former clothing sponsor Nike to Boss.
“I’m excited to join the BOSS family. In both my tennis career and my personal life, I strive to deliver 110%, embrace new challenges, and stay true to myself – so I’m inspired by the brand’s values of living a self-determined life and ‘being your own BOSS,”
“I look forward to bringing my best, most BOSS self to the court in sportswear that combines smart aesthetics with exciting, performance-driven features.”
— Hugo Boss official press release, sponsorships & partnerships
( 2024 Jimmie48 Tennis Photography)
(BRANDON MAGPANTAY/ Special to The Desert Sun)
Fritz will be provided his exclusive on court collection including polo shirts, shorts, headbands and kit bags from Boss, plus provide support with brand activations, promotional campaigns, and paid social media collaborations.
Meanwhile, Boss also plans to dress Fritz off the court for all official events, including red carpet moments and commercial interviews.
Signing the current best American male tennis player Taylor Fritz is an amazing opportunities to further expand Boss’s tennis commitment, improve the fans engagement in the massive North America tennis market.
“Taylor Fritz is a great personality on and off court, and he perfectly embodies our brand values. We are more than excited that he will be brand ambassador for BOSS over the coming years. With this collaboration, we are further expanding our commitment in tennis and strengthening the 24/7 lifestyle approach of BOSS. Taylor is currently the best American tennis player, and he will play a crucial role in engaging with our fans in North America, which is an important market for us, while inspiring our consumers worldwide,”
— Daniel Grieder, CEO OF HUGO BOSS
A day after the ambassadorship news released , Fritz shared the new deal between him and his favourite Chipotle. And the Chipotle brand logo patch will be attached on his kit when he appears on tournament.
Chipotle is an international chain of fast casual restaurants specialising in bowls, tacos, and Mission burritos made to order in front of the customer.
Fritz joked that he is a big fan of Chipotle and has regular trips to this fast food chain, which is one of the “secret” of winning his first ATP Masters 1000 tournament at Indian Wells in 2022.
Furthermore Fritz does not shy away from talking about the diet habbit, he had a open talk about his favorite Chipotle during a interview with business insider in May 2022 .
“ After practice, I’ll then have lunch. For me the lunches depend on the workout for the day, you know, if it’s like a really tough workout, then I might get something a little heavier like Chipotle bowl.”
“You can be unhealthy with your bowl if you want to get like a ton of cheese on it, but you can also just go in and get chicken, rice, vegetables, and guacamole and that’s a great meal after you’ve just worked out.”
“I think a lot of people don’t understand how good it is as a post-workout meal. It’s got everything.”
According to journalist Tim Newcomb, the more exciting news for Fritz probably is that he will be awarded a Chipotle Celebrity Card, which grants him access to get unlimited free Chipotle.
It’s refreshing to hear the authentic voice of this rising American star. With his charm, personality, and impressive recent performances on court, there’s no doubt that Fritz has the potential to elevate the relationship between tennis players and brand partnerships to a new level.
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