The rise of Matteo Berrettini from the hardcourt of the Australian Open to Hugo Boss

Matteo Berrettini has just reached the Australian Open's semifinals after a great victory against Gael Monfils in the fifth set and he did it in style, thanks to the agreement signed at the beginning of the year with Hugo Boss. The German brand decided to turn the Italian tennis player into its Global Ambassador, a strong choice that at the same time reflects the status that Berrettini is gaining at an international level. 

Hugo Boss has launched a collection dedicated to his latest talent, a capsule that includes both game outfits and clothes suitable for everyday life that perfectly fits Berrettini's figure. Polo shirts, shorts, cap, cuffs and socks for the more sporty, but also relaxed t-shirts and suits for everyday. Berrettini broke the previous sponsorship contract that linked him to Lotto to embark on this new adventure, with a wider scope, and the results are there for all to see. 

In fact, already on the court during these Australian Open his all-black suits, which stand out austere on the turquoise synthetic of the Rod Laver Arena and model themselves according to the power of his shots, have stolen the show. The Boss logo dominated both the technical jersey and the cap worn with the visor on backwards and with studied nonchalance reaffirmed the attitude of the Roman tennis player, who imposed his game with authority and control.  

Berrettini is not only a regular at the top of the ATP rankings, currently in seventh place, which the results of this Australian Open will certainly help to raise, but he has all the potential to become one of those few sportsmen who can break the barrier of celebrity, which is usually only achieved by football players. 

In Italy, in fact, it is very complicated for sportsmen who come from other disciplines to impose themselves on the mainstream scene and it is as if there were limited places to fight against the overwhelming power of soccer. Among other things, his performance last year at Wimbledon, which ended only in the final against Djokovic, accompanied that of the Azzurri at the European Championships, with the tennis player playing the role of the party crasher during the celebrations. 

Berrettini has the character, charisma and boldness to become one of the most recognizable faces in Italian sports. After becoming the first compatriot to reach a Wimbledon final and having reached at least the quarters in every Grand Slam, 2022 could be the year of his consecration on and off the court. The collection with Hugo Boss, which will donate a percentage of the proceeds to support less fortunate children in Italy, will soon be flanked by other initiatives, such as the documentary produced by Red Bull "One Extraordinary Year" on the lives of athletes during the pandemic. 

In addition, of course, to the results with the racket in hand, his greatest concern. Together with Sinner, Berrettini represents the light of Italian tennis after years of pitch black and already in Australia he has the chance to put his hand on the first Slam of his career. On his way there is a certain Rafa Nadal, who even at 35 years of age, remains an athlete of crystalline class and steely mentality. But Berrettini, as demonstrated even after the match point won against Monfils, doesn't feel the slightest bit of pressure.