Another prominent fashion brand might be readying to join Hugo Boss as part of the revamped Alpha Tauri squad in the coming year.
As reported by seasoned Swiss writer Roger Benoit for Blick newspaper, the team’s owner, Red Bull, has conceded that its recent Alpha Tauri fashion endeavour didn’t pan out, resulting in a potential renaming of the team in 2024.
Earlier chatter indicated that Hugo Boss, the renowned German high-end fashion brand, was considering transitioning from Aston Martin to claim naming rights for the Faenza-based Alpha Tauri.
These speculations hinted that the squad might soon be dubbed Hugo Boss Bull Racing, aligning with a broader strategy of forming a tighter bond with their parent team, Red Bull.
Presently, the team rooted in Italy finds itself at the bottom of the constructors’ table.
“That will change in the last eight races. We won’t come last in the end,” the recently appointed Alpha Tauri CEO Peter Bayer asserted to Blick while in Singapore.
However, his reaction was telling when Benoit brought up the possibility of Alpha Tauri being rebranded as Hugo Boss Bulls come 2024.
“They (Hugo Boss) are also involved in the new project. But the new name is much bigger,” Bayer, who stepped down as FIA secretary general for sport last year, added.
Journalist Benoit said: “It’s probably the sporting goods giant Adidas.”