Apollo Creed's Grandson -- Screw Hugo Boss ... We're A Nike Fam Now

Hugo Boss is out ... Nike is in -- at least that's the way it seems when it comes to the "Rocky" franchise ... with Apollo Creed's grandson decked out in Swoosh gear on the set of the upcoming "Creed" movie.

But get this -- there's no official sponsorship deal in play ... it's as simple as Nike sent over a bunch of free stuff to the set and essentially said, "Feel free to use this in your new movie."

A rep for Nike tells us ... their "entertainment team" will often send merch to movie productions hoping producers will use their stuff on camera. If they do, it's great free publicity. If not, no big deal.

Well, the Rocky people bit ... with Michael B. Jordan dressed in Nike clothing in the first official picture from the set -- which Sylvester Stallone eventually posted on Instagram.

FYI -- it's not the first major apparel company to get some love in the Rocky flicks ... Balboa famously cradled a dying Apollo Creed in a Boss hoodie in "Rocky IV."

Tommy Gunn sported an Adidas track suit in "Rocky V" ... and Mason "The Line" Dixon was partial to Under Armour in "Rocky Balboa."