Boss responds to Taylor Fritz outfit blunder in US Open against Novak Djokovic
Taylor Fritz went viral for wearing his BOSS headband the wrong way during his defeat to Novak Djokovic at the US Open, and the brand has responded on social media
Boss has issued a response to Taylor Fritz after he accidentally wore his branded headband upside down against Novak Djokovic at the US Open.
Djokovic continued his chase for a record 25th Grand Slam on Tuesday night after beating Fritz in four sets to reach the semifinals. Fritz was the last American man remaining in the competition, but Djokovic battled against the home crowd to set up a thrilling clash with Carlos Alcaraz.
During the match, Fritz suffered a comedic wardrobe malfunction, spending several sets with his Boss headband upside down. Fritz's blunder went viral, but Boss responded with an innovative post on Wednesday.
Boss posted a photo of Fritz from Tuesday night, with his 'SSOB' headband on display. "When things turn on their head, literally," Boss wrote in an Instagram story.
"Bosses get back up, now onto the next Taylor! #SSOB," the caption continued. Fritz also broke his silence on the blunder after the match, writing on X: "Yo why’d nobody tell me that s--- was backwards."
While Fritz's headband placement was purely accidental, it led to a positive marketing campaign for Boss. Fritz signed an eight-year deal with Boss in March 2024 and must wear its apparel on and off the court, including at official events and interviews.
It's reported that Boss pays Fritz $7 million annually, and the American tennis star was eager to try something new after parting ways with Nike. "I’m at an important point in my career and I wanted to disrupt," Fritz told Forbes.
"I’m excited about this partnership with Boss, a brand that can affect culture." Fritz has paid more attention to the business side of sports in recent years and added, "My team and I have chosen to be even more strategic.
"I’ve learnt so much in the last few years about the sports and entertainment business. I’ve also learnt the most powerful tool is listening."
Fritz tested Djokovic several times during the US Open quarterfinal and missed a huge chance to hit back after dropping the opening set. Fritz won the third set, but Djokovic stopped the match from going the full distance.
Coincidentally, Fritz started playing better after flipping his headband correctly in the third set. "From the third set -- I mean, the third set I served a lot better than I did in the first and second," Fritz said after the match.
"From the ground, I don't think I played that much better in the first than I did in, like, the first and second set. To be honest, the first three sets weren't great. I think the level in the fourth set was probably the best level that I played. He played a lot better in the fourth set, as well.
"But, yeah, really the only difference in the third set from the first two sets was I just served well in the third set, and I converted a breakpoint. You know, that was the big difference. Typically that is all I usually need to do to win a set is convert a breakpoint and serve well."