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.