Taylor Fritz has a new clothing sponsor, which surprised many people, but not himself, who had always seen it coming.
Fritz has been wearing Nike outfits for eight years in all tennis tournaments. His stock rose markedly then, and he became a Top 10 player for the first time in October 2022 when he won the ATP 500 event in Tokyo. He remains the USA's top-ranked man.
Fritz won his maiden Masters 1000 at the 2022 Indian Wells, a tournament held in his home state of California. Fittingly, on his return to Indian Wells Tennis Garden this year, the 26-year-old has made a bold switch of apparel from Nike to Hugo Boss.
The World No. 12 is just the second tennis player to be contracted by the German luxury brand. The brand prides itself on being "a leading global fashion and lifestyle company" and features a sportswear section in its manufacturing and marketplace.
While Fritz's decision was somewhat a shock, it was not unexpected, as he tells Tim Newcomb of Forbes. The American explained his reasons for choosing to take up the offer, stating that he wanted to "disrupt" before saying some nice words about his new employer.
"It's at an important point in my career and I wanted to disrupt. I'm excited about this partnership with Boss, a brand that can affect culture."
Hugo Boss will not just supply Fritz with tennis outfits but also dress him for official off-court events and red carpet ceremonies, which was key for the former World no. 5 to honor the contract.
"In the last few years, my team and I have chosen to be even more strategic. I've learnt so much in the last few years about the sports and entertainment business. I've also learnt the most powerful tool is listening."
"It was a major part of my decision (extending fashion outside tennis), because the Boss team believed in me and I'm excited about what's to come. This particular deal with Boss was very personal to me."
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