BOSS is bringing its mix of tailoring, tennis and culture to London this week as the Laver Cup returns to the capital, with the brand hosting a series of activations at its Regent Street flagship and The O2.
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As the tournament’s Official Formal Wear Partner, BOSS kicked off its Laver Cup programme with a panel discussion featuring Team World player and BOSS ambassador Taylor Fritz and former world No. 1 Patrick Rafter. Hosted by UK tennis publication BAGEL at the BOSS Regent Street flagship on September 22, the conversation covered competing at the highest level, life away from tennis, preparation for the Laver Cup format and the wider culture surrounding the sport.
The event also included a meet-and-greet and photo opportunity with Fritz and Rafter, alongside tennis ball personalisation, the BOSS Bar, the brand’s tennis collection, food and drink, and a live DJ.
Fritz wore a light brown BOSS overshirt in virgin wool and cashmere with coordinating herringbone trousers, a white cotton-jersey T-shirt and natural leather Gary trainers. Rafter opted for a tonal green look, pairing a patterned slim-fit jacket with dark green virgin-wool and linen trousers, a knitted-cotton Johnny-collar sweater and Gary trainers.
The following day, Team Europe and Team World gathered at the Old Royal Naval College for the official Laver Cup team photograph. Rod Laver, Taylor Fritz, Andre Agassi, Patrick Rafter, Yannick Noah, Brandon Nakashima, Learner Tien, Francisco Cerúndolo, Tim Henman, Jakub Menšík, Arthur Fery, Ignacio Buse and Rafael Jódar appeared in BOSS alongside the wider Laver Cup teams.
BOSS was also an official sponsor of the Laver Cup Opening Night Gala on September 24, with players and captains introduced on stage ahead of dinner and live entertainment. Fritz, Agassi, Rafter, Noah, Nakashima, Tien, Cerúndolo, Henman, Menšík, Fery, Buse and Jódar wore BOSS tailoring for the black-tie occasion.
The tournament now moves to The O2 from September 25 to 27, where six players from Europe will face six from the rest of the world across five sessions. The first team to reach 13 points will win the trophy. BOSS will maintain its presence through event signage, hospitality, content and premium match access.
Fritz wore a red BOSS T-shirt with white shorts for his match, extending the brand’s presence from formalwear to the court.
The London programme also precedes BOSS’s forthcoming role at the Australian Open, where the brand will become Official Lifestyle Outfitter in 2027.
