Germany’s luxury fashion house Hugo Boss will switch camps during the off-season, with the Mercedes AMG Petronas F1 Team announcing that they have secured a new multi-year sponsorship deal. The news brings to an end Hugo Boss’ lengthy partnership with McLaren, which dates back to 1981.
“With Mercedes-Benz and Hugo Boss formally intensifying their existing co-operations earlier this year, extending the partnership into the brand’s Formula 1 team was a logical progression,” a statement to the press reads.
“We are delighted to welcome Hugo Boss to our family of team partners, and to further extend the existing partnership with Mercedes-Benz,” Mercedes boss Toto Wolff added.
“The synergies between our two companies are both striking and extensive; we operate to the highest levels of precision and quality in our pursuit of perfection, with both brands targeting the premium and luxury market.
“As a team, we are very pleased to have attracted another brand of the stature of Hugo Boss to add to our already extensive and impressive suite of partners.
“Everyone at the team is excited about the prospect of being ‘kitted out’ by Hugo Boss at the race tracks next season.”
Hugo Boss will now create a range of ‘high-performance teamwear’ for the F1 outfit’s personnel, with its branding to appear on the team’s 2015 F1 cars. It used the announcement to showcase a high-end fashion shoot featuring the team’s two very well-groomed drivers, Nico Rosberg and Lewis Hamilton.
The switch comes with McLaren’s move to Honda power in 2015, ending its own association with Mercedes which dates back to 1995. Given their shared nationality, Hugo Boss had strong commercial ties with the three-pointed star, meaning a switch to the works Mercedes team was all but inevitable.
Hugo Boss has been described as Mercedes’ ‘official Supplier of Lifestyle and Formal Wear clothing’, giving it wriggle room to continue its clothing and footwear partnership with Puma.
Images via LuxeInACity and Mercedes AMG Petronas F1 Team
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