HUGO BOSS Group: THE 154TH OPEN GOLF CHAMPIONSHIP

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For a full week, the world of golf turned its attention to The 154th Open — and BOSS was right at the heart of the action. As an Official Patron of one of the sport's most prestigious championships, BOSS created memorable moments throughout the event. Visitors explored immersive retail experiences, discovered the latest BOSS Green Golf Collection and The Open capsule collection, and engaged with dedicated activations designed to bring the spirit of the game closer to consumers. Check out the video recap of The Open below!

THE BOSS EXPERIENCE

Beyond the tournament itself at Royal Birkdale as well as in Liverpool, city-wide initiatives like the Royal Albert Dock "Hole in One" challenge extended the excitement of The Open into the wider community, creating more moments for fans to interact with the brand.

The event also showcased BOSS' continued commitment to the sport through the presence of golfers like brand ambassador Daniel Hillier, highlighting the confidence and performance that define BOSS on and off the course. Also in attendance this year was 2016 Open Champion Henrik Stenson.

Daniel Hillier

BOSS brand ambassador Daniel Hillier represented the brand at The Open, bringing determination, talent and a fresh perspective from New Zealand to one of golf’s most prestigious championships.

Henrik Stenson

Former BOSS brand ambassador Henrik Stenson remains closely connected to The Open after his historic victory in 2016, one of the most memorable performances in the tournament’s history.

Presence Across the Championship

Throughout tournament week, BOSS connected with players, guests and golf enthusiasts, strengthening its longstanding relationship with the sport.

The BOSS Experience Store

The dedicated BOSS Experience Store offered visitors an immersive brand experience, combining performance-inspired fashion with the excitement of championship golf.

The Open Scoreboard

The iconic yellow leaderboard is one of The Open’s most recognizable symbols, reflecting the tournament’s rich heritage and global appeal.

Performance in Every Detail

From the course to the fan experience, BOSS brings its commitment to precision, quality and performance to every aspect of The Open.

On the Course

The Open’s unique links courses challenge the world’s best players with unpredictable conditions, strategic shot-making and decades of golfing tradition.

Through a combination of sport, style, and meaningful consumer engagement, BOSS once again demonstrates how powerful brand experiences can bring people together while strengthening the brand's connection to the global golf community.

FURTHER INFORMATION

GOLF SPONSORING

Learn more about our partnerships in the world of golf.

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TO THE COLLECTION

Shop your favourite golf looks from BOSS online here.

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THE BOSS OPEN

Step inside the world of this year’s iconic BOSS OPEN at Stuttgart’s renowned TC Weissenhof.