Hugo Boss is hitting the court this season with Montauk’s Privé Padel as the group’s official outfitter. The Germany-based fashion brand will dress Privé’s professional coaching team, leading daily lessons, clinics and padel matches while wearing Boss apparel.
Privé Padel, a luxury, lifestyle-driven company, is collaborating with Boss as racquet sports are on the rise, infusing athleticism with high-fashion sensibility. The company’s flagship location at the historic Montauk Yacht Club features two state-of-the-art Spanish courts, the first and only of its kind in Montauk.
Hugo Boss x Privé Padel
Courtesy of Hugo Boss x Privé Padel
Boss serves as a global leader in premium fashion and sportswear, known for precision tailoring, innovative materials and modern performance pieces that seamlessly transition from court to city. By partnering with Privé Padel, Boss continues to capitalize on the versatility of confident style, merging sports and lifestyle seamlessly.
With the rise in racquet sports popularity, Boss found a foothold and influence, thanks in no small part to partnerships with such stars as American tennis player and U.S. Open Grand Slam finalist Taylor Fritz and Italian tennis player and The Championships, Wimbledon Grand Slam finalist Matteo Berrettini.
Hugo Boss x Privé Padel
Courtesy of Hugo Boss x Privé Padel
Boss also served as the outfitter for talent and ball kids at the Dallas Open. More recently, the brand collaborated with the Professional Padel League in Miami. In March, a Centric Market Intelligence report found that pickleball saw a 645 percent year-over-year growth in product availability in the fourth quarter, per WWD’s Lisa Lockwood.
Hugo Boss x Privé Padel
Courtesy of Hugo Boss x Privé Padel
Gucci and Hugo Boss led the charge in apparel with tennis-inspired collections that merged athletic performance with luxury fashion. Those collaborations expanded the appeal of tennis apparel beyond the court, attracting fashion-conscious consumers, per Centric’s report.
These collaborations, partnerships and collections are an ongoing trend for Boss. In January 2024, Boss introduced the brand’s first women’s tennis capsule collection, featuring tennis players Noma Noha Akugue and Ella Seidel in the campaign.