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By Chris Oddo | @TheFanChild | Saturday March 9, 2024

Indian Wells – Meet the new boss, different than the old boss.

Taylor Fritz has inked a sponsorship deal with the fashion house BOSS. The top-ranked American will be a brand ambassador, joining Italy’s Matteo Berrettini in the Boss ranks.

BOSS will dress Fritz on and off the court, including for all official events, red-carpet moments, and interviews.

Fritz had worn Nike since entering the tour in 2016.

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

"With this collaboration, we are further expanding our commitment in tennis and strengthening the 24/7 lifestyle approach of BOSS," Boss CEO Daniel Grieder said in a statement. "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 also inked a deal with Chipotle, rounding out his portfolio nicely with a double whammy ahead of the BNP Paribas Open.

“If you know me… you know this is a dream come true,” Fritz said.

The 2022 BNP Paribas Open champion is sporting the Chipotle patch on his Boss kit this week at Indian Wells. He will face Chile’s Alejandro Tabilo in second-round action on Saturday.