NEW YORK, Jan. 31, 2025 /PRNewswire/ — BOSS is proud to announce its role as the official partner of the highly anticipated Dallas Open 2025 tennis tournament, taking place February 1-9 at the Ford Center at The Star in Frisco, Texas. This new partnership highlights BOSS’s ongoing commitment to celebrating excellence in tennis: from match, to courtside—and beyond.

As tennis captivates a growing audience worldwide, BOSS stands at the intersection of sports and fashion, deeply embedded in the history and future of the game. The brand’s longstanding connection to tennis has shaped the way athletes and fans alike perceive performance, style, and elegance as integral parts of the game. BOSS’s partnership with the Dallas Open shines a spotlight on the brand’s connection to the world of tennis.

Leading the charge is BOSS Ambassador and tennis star Taylor Fritz, who embodies a BOSS sense of determination and style, both on and off the court. Fritz, ranked among the world’s top tennis players, will represent BOSS during the tournament, reinforcing the brand’s strong ties to the sport.

BOSS is redefining the tournament experience with its exclusive takeover of the Dallas Open. Transforming the tournament venue into a showcase of style, BOSS will create an unforgettable atmosphere. This full-scale branding experience includes a curated pop-up store and VIP hospitality area. Fans can explore exclusive Dallas Open merchandise, the BOSS x Dallas Cowboys collection, and the latest BOSS collection, which showcases bold, iconic designs blending premium craftsmanship with a modern athletic aesthetic. BOSS will also be outfitting all ball boys and girls, and tournament staff, ensuring the Dallas Open operates with style and sophistication.

BOSS is elevating the on-site dining experience by taking over Monarch Stag restaurant for the duration of the tournament. Renamed ‘Break Point by BOSS,’ this exclusive pop-up restaurant will redefine the dining experience by seamlessly integrating the iconic BOSS brand into every detail. From the meticulously designed décor to the fashion-forward uniforms worn by the staff, every element has been thoughtfully curated to reflect the sophistication and style of BOSS. With a chic ambiance and an exquisite menu, it promises to be an unforgettable destination throughout the event.

From February 1-9, tennis fans can immerse themselves in the ultimate blend of sport, fashion, and hospitality at the Dallas Open with BOSS.

The BOSS x Dallas Open capsule will be available on site from February 1, offering a range of branded tees, hoodies, and more. Prices vary from $50 to $228.

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High-resolution images are available from: HERE

About BOSS and HUGO BOSS:

BOSS is made for bold, self-determined individuals who live life on their own terms, with passion, style, and purpose. Collections offer dynamic, modern designs for those that embrace who they are fully and unapologetically: as their own BOSS. The brand’s heritage tailoring, performance suiting, casualwear, denim, athleisure, and accessories cater to the style needs of the discerning consumer. Licensed fragrances, eyewear, watches, and kidswear complete the brand. The world of BOSS can be experienced in over 489 own stores worldwide. BOSS is the core brand of HUGO BOSS, one of the leading companies positioned in the premium segment of the global apparel market. The group offers collections in 131 countries at around 7,800 points of sale and online in 73 countries via hugoboss.com. With approximately 19,000 employees worldwide, the company, based in Metzingen (Germany), posted sales of EUR 4.2 billion in the fiscal year 2023.

If you have any questions, please contact:

Dana Deutsch
Senior Account Director, PURPLE
Phone: 646-531-6043
E-mail: Dana.Deutsch@PurplePR.com

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