BOSS

Aug 2026

In a sophisticated convergence of elite athleticism and sartorial precision, BOSS brings tennis stars Matteo Berrettini and Taylor Fritz to the forefront of its latest sportswear and fashion campaign. The project expertly navigates the duality of the modern athlete, oscillating between sharp, double-breasted tailored suits and high-performance court-ready apparel. Directed by 91 Rules with an acute eye for contrast, the film leans into a clean, commercial aesthetic that effectively blurs the lines between luxury fashion and competitive sport. The visual narrative is bolstered by Director of Photography Htat Lin Htut, who utilizes a blend of cinematic close-ups and deliberate slow motion to emphasize the physical intensity and grace of the athletes. Set against the iconic, sweeping backdrop of the New York City skyline before transitioning to a sharp, vibrant blue tennis court, the production captures a sense of elevated lifestyle that feels both aspirational and grounded. Through the intentional work of Production Designer Gerard Santos, each environment serves as a deliberate stage for the dual identities of the protagonists. By synthesizing live-action technique with a polished, minimalist visual language, the campaign successfully positions the BOSS brand as a versatile powerhouse, demonstrating that contemporary style is as much about peak performance as it is about refined, tailored elegance.

Lifestyle, Commercial, Cinematic, Clean

Live-action Technique, Slow motion

Sportswear, Fashion