Fernando Alonso Accelerates BOSS’s Fashion Drive as Newest Brand Ambassador

July 23, 2023
2 mins read
BOSS x Fernando Alonso

Every now and then, the fashion world intersects with the high-octane world of sports in a collision that sparks both sartorial innovation and heightened global interest. The latest embodiment of this symbiosis is German fashion powerhouse BOSS partnering with Formula 1 legend, Fernando Alonso, who is set to drive the brand into a new era of style.

BOSS, known for its sleek, modern aesthetic, officially announced last Friday that they have brought on board the Spanish Formula 1 racing driver, Fernando Alonso, as the latest brand ambassador. The dynamic shift comes a year after their high-profile partnership with the Aston Martin team took off in June 2022, accelerating BOSS’s return to the world of motorsports and ushering in a new chapter of fashion-meets-sports enthusiasm.

BOSS x Fernando Alonso

Fernando Alonso, for those uninitiated in the fast-paced realm of Formula 1 racing, is more than just a two-time world champion. He’s a game-changer, a relentless innovator, and an enduring icon who has seen his share of pole positions and checkered flags. Alonso’s career is an ongoing testament to his unrivaled skill, dedication, and a revival of his invincible energy that, according to Nadia Kokni, senior vice president of global marketing at BOSS, is like a phoenix rising from the ashes.

Kokni poetically described Alonso as “an icon” and a “boss of their domain“, acknowledging his legendary status and the resurgence he is experiencing in his career. Alonso’s renewed vigor makes him the perfect fit for a brand like BOSS, keen on associating with individuals who are not only leaders but also rule their own destinies, much like Alonso has done on the racetrack.


In his new role as a fashion ambassador, Alonso is set to sport BOSS’s designs for various public events, including red carpets and interviews. Moreover, his charismatic visage will grace advertising and social media campaigns, brand events, and promotional activities, amplifying BOSS’s visibility and reach to racing aficionados and fashion enthusiasts alike.

BOSS x Fernando Alonso

Elated with his new role, Alonso stated, “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 Formula 1 team.

BOSS’s association with motorsports isn’t a recent fling. They have a rich history dating back to 1972, when they began crafting unique looks for race drivers and teams. Their partnership with Aston Martin has allowed them to continue this legacy, designing formal attire for the racers and high-performance travel wear for the entire team. Alonso’s ambassadorship further solidifies their commitment to merging the boundaries of fashion and sports, embodying the spirit of their brand philosophy.

As Kokni succinctly put it, “The whole thing about being your own boss — people that craft their own path and that whole energy and attitude really aligns with us.” Fernando Alonso, with his groundbreaking career and audacious spirit, is undoubtedly the perfect embodiment of this ethos. He’s a BOSS, both on and off the racetrack, and his association with the brand will undoubtedly set the pace for an exhilarating and stylish ride into the future.

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