BOSS partnering with Soho House at the Soho Grand Slam Event

BOSS partnering with Soho House at the Soho Grand Slam Event. Boss deploys its signature codes on and off the court at the Soho Grand Slam. A group of talents, including BOSS Noma Brand Ambassador Noha Akugue, Corey Mylchreest, and Charithra Chandran and also Andre Agassi.

BOSS established itself as one of the highlights of the London weekend By partnering with Soho House at the Soho Grand Slam. As the event’s main partner, the brand transformed the Soho Farmhouse into a hub dedicated to contemporary tennis. There, they deployed an immersive experience blending sport, fashion, and lifestyle, punctuated by tennis and padel tournaments, exclusive experiences, and a musical program.

The weekend’s highlight: a roundtable discussion with Andre Agassi, as well as a dinner on the courts, illustrating the link between performance and the art of living. Through this event, BOSS reaffirms its lifestyle positioning by combining modern tailoring with performance wear, in a comprehensive approach both on and off the court.

This weekend, BOSS brought its iconic tailoring codes and performance ethos to one of the most coveted tennis weekends of the season, underscoring the brand’s ambition to merge contemporary tailoring with sport, lifestyle, and culture. For the finals of the London tournament, BOSS partnered with Soho House as the main fashion and sportswear partner of the Soho Grand Slam, transforming Soho Farmhouse in Oxfordshire into an exclusive venue dedicated to contemporary tennis culture, both on and off the court.

Throughout the weekend, Soho members and guests enjoyed a program combining energetic sport, musical moments, and contemporary fashion. The experience began Friday with a unique dinner on the tennis courts, featuring a shared menu from Pen Yen, the popular Japanese Izakaya restaurant at Soho Farmhouse.

Saturday began with a highlight: Andre Agassi made a notable appearance at Soho Farmhouse, where he shared his perspective on contemporary tennis culture and the lifestyle surrounding it during a special panel discussion.

Throughout Saturday and Sunday, members competed in tennis and padel in round-robin and knockout rounds, culminating in the Soho Grand Slam final, with prizes provided by BOSS. Live broadcasts of the women’s and men’s finals on the Lazy Lawn allowed guests to follow the championship action, while resident DJs and a standout performance by Katy B provided a soundtrack perfectly in tune with the summer atmosphere.

BOSS showcased its lifestyle offering, both on and off the court, with performance silhouettes for the game, precise tailoring and elegant evening wear for intimate dinners and social gatherings, as well as relaxed summer essentials, from activewear and swimwear to effortless casual looks, accompanying guests throughout the weekend. Visitors also had the opportunity to explore the BOSS collection. Focused on athleisure in a dedicated pop-up shop set up in the gym, offering exclusive Soho Grand Slam pieces as well as special offers.

A group of talents, including BOSS Noma Brand Ambassador Noha Akugue, Corey Mylchreest, and Charithra Chandran, from the worlds of professional tennis, sports, fashion, and lifestyle, were invited to take part in this exceptional weekend: some took to the court to compete, while others enjoyed the atmosphere on the sidelines of the matches, celebrating this uniquely BOSS encounter between performance, style, and the art of summer living. On Saturday evening, the guests gathered at the Glasshouse, dressed in refined BOSS evening looks, to celebrate one of the weekend’s highlights.

During this tennis season, BOSS has also strengthened its presence in the sporting world with style moments including David Beckham and his recent appearance wearing BOSS on match day at the London tennis tournament, as well as a tailored entrance look for Taylor Fritz.

The Soho Farmhouse activation is part of a summer dedicated to tennis for BOSS – a season-long, style-driven, global celebration of the sport that highlights the brand’s growing role both on and off the court. From the grass courts of London to the brand’s next major tennis chapter at the Australian Open, BOSS continues to combine the energy of tennis with modern tailoring, performance, and a contemporary lifestyle.