As once dominant brands seem to be losing their grip on the women’s tennis fashion, a new wave of logos is trying to take the lead in the increasingly diverse landscape of tennis apparel. Among these brands is Hugo Boss, which entered the WTA scene in 2024 with young talents Noma Noha Akugue and Ella Seidel.
On the ATP Tour, Hugo Boss has been represented by Italian former world No.6 Matteo Berrettini since 2022, who recently also debuted the exclusive Hugo Boss design of the Asics Gel Resolution 9 men’s tennis shoe. When it comes to the WTA, the Boss logo is a completely new occurrence, with the two German players as ambassadors since January 2024.
At last month’s Australian Open, Akugue and Seidel introduced the color-blocked black and soft cream collection that includes plisse-hem dresses, skirts, technical tops, and layered shorts. The women’s tennis capsule is in line with the company’s growth-acceleration strategy in womenswear, with the aim to offer consumers a 24/7 wardrobe.
The 20-year-old Akugue started playing tennis at the age of three and appeared in her first WTA final in Hamburg in July 2023. Seidel, still a teenager, clinched victory at the 2023 W60 event in Bratislava and further impressed by reaching the W60 finals in her hometown of Hamburg in the same year. At the Australian Open, Seidel made her first Grand Slam main draw and she lost in the first round to two-time champion Aryna Sabalenka.