Taylor Fritz debuts new Hugo Boss apparel sponsorship ahead of 2024 BNP Paribas Open

Tuesday's Eisenhower Cup mixed doubles event at the BNP Paribas Open didn't just serve as a fun way for tennis' biggest stars to tune-up for the first comebined ATP Masters 1000 and WTA 1000 event of the year. It also served as a primetime showcase for a new apparel sponsor for the top-ranked American man, Taylor Fritz: The world No. 12 has split with Nike, which he wore since 2016, and is joining Hugo Boss as a brand ambassador.

The company subsequently confirmed its new deal with Fritz Wednesday in a news release, which said that is will dress Fritz not only on court, but in "all official events, red-carpet moments, and interviews."

“I’m excited to join the BOSS family. In both my tennis career and my personal life, I strive to deliver 110%, embrace new challenges, and stay true to myself–so I’m inspired by the brand’s values of living a self-determined life and ‘being your own BOSS,’” Fritz said in a statementt.

“I look forward to bringing my best, most BOSS self to the court in sportswear that combines smart aesthetics with exciting, performance-driven features.”

Fritz was clad in Hugo Boss apparel on Tuesday night when he and Aryna Sabalenka faced Caroline Wozniacki and Holger Rune in the tiebreaks-only exhibition event, which has brought together top ATP and WTA players in Indian Wells in four out of the last five years. Fritz joins Matteo Berrettini, who's won Hugo Boss since 2022, as high-profile clients on the ATP tour; to start 2024, the brand announced announced its foray into women's tennis apparel by signing rising young Germans Noma Noha Akugue, 20, and Ella Seidel, 19.

The brand teased that Fritz's first official on-court look in Tennis Paradise will consist of a "a polo shirt and shorts, a coordinating headband and kit bag."

Daniel Grieder, CEO of Hugo Boss, added that Fritz "perfectly embodies" the brand's values and hailed him as a "great personality, on and off the court."

"With this collaboration, we are further expanding our commitment in tennis and strengthening the 24/7 lifestyle approach of BOSS," Grieder added. "Taylor is currently the best American tennis player, and he will play a crucial role in engaging with our fans in North America, which is an important market for us, while inspiring our consumers worldwide."

Fritz is seeded 12th in Indian Wells, and will debut his new look in the second round against either Pavel Kotov or Alejandro Tabilo.