How BOSS turned Taylor Fritz’s headband mishap into a marketing win
At the Dallas Open this week, the headband accident has become an asset.
When Taylor Fritz walked on court to play Novak Djokovic in the quarterfinals of the US Open last September wearing his trademark Boss headband upside down so it read “SSOB,” I thought it might be intentional. Fritz—whose dry sense of humor has become more apparent in recent years with social media hits like “You almost had him”—seemed like the kind of person who might do that. Or perhaps it was some kind of new superstition, a symbolic way to reverse his fortunes against Djokovic? With professional athletes, you never know.
But after the match he made it clear it was a true mistake, writing on X, “Yo why’d nobody tell me that shit was backwards.” Of course, the fact that not only he didn’t catch it but no one else on his team did made the whole thing even funnier.
A few Boss executives happened to …
