Tottenham Hotspur has announced a new partnership with BOSS, naming the German fashion house as the club’s Official Fashion Partner for the 2025/26 season.
Under the agreement, BOSS will design and supply exclusive outfits for both the Men’s and Women’s First-Team squads, along with coaching staff, for selected fixtures and official club events throughout the campaign.
A Tailored Look for Spurs
The bespoke player collection includes a relaxed, tailored two-piece, featuring an overshirt and coordinating trousers, offering a modern twist on formalwear. For coaching staff, BOSS has curated a refined navy-and-white look, echoing Tottenham’s iconic colours.
This collaboration not only enhances the club’s off-pitch image but also aligns seamlessly with BOSS’s “Be Your Own Boss” platform, which champions excellence, individuality, and style through high-profile sporting partnerships.
Voices from the Partnership
- Ryan Norys, Chief Revenue Officer, Tottenham Hotspur:
“We are thrilled to partner with BOSS for the 2025/26 season and have our players and coaching staff fitted with its sophisticated designs. This collaboration brings together two brands united by a commitment to boldness and style in their respective fields.” - James Foster, Senior Vice President Global Marketing, HUGO BOSS:
“We’re looking forward to working with this legendary Premier League team. This partnership represents the shared values of drive, determination, and high quality at the heart of BOSS and Tottenham Hotspur. Our specially curated looks will offer a dynamic, typically BOSS style that can keep up with the active lifestyles of the club’s players, manager, and coaches.”
365247 Consulting Insight
This deal highlights the increasing intersection of luxury fashion and football. For clubs like Tottenham, fashion partnerships provide:
- Lifestyle crossover: Reaching audiences beyond football through cultural touchpoints like fashion, design, and identity.
- Brand elevation: Associating the club with global luxury players reinforces Tottenham’s premium positioning in world football.
- Player influence: Modern athletes are not just sports figures — they are cultural icons. Aligning with brands like BOSS allows clubs to amplify that influence.
For BOSS, this is more than exposure — it’s brand embedding. Footballers are walking billboards off the pitch, and by dressing both players and coaching staff, the brand secures organic visibility across media, travel, and lifestyle content.
Final Word
The Tottenham x BOSS collaboration underlines a growing reality: football is no longer just a sport, it’s a cultural platform where fashion, entertainment, and identity converge.
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