20 May 2024
In an elegant fusion of sports and luxury fashion, Jannik Sinner stars in Gucci’s latest campaign, marking another significant milestone in his journey with the iconic House. The Global Brand Ambassador is captured in a reportage-style campaign by the talented photographer Riccardo Raspa, who documented the tennis star during his practice sessions and tournaments around the globe. This captivating campaign offers a glimpse into the life of Sinner, showcasing his athletic prowess and the seamless blend of style and sport.
This campaign follows the reveal of the custom duffle bag Sinner carried at The Wimbledon Championships last year, further solidifying his relationship with Gucci. This exceptional collaboration, the first of its kind in the realm of sports and luxury fashion, saw Sinner make bold statements by carrying custom duffle bags at the US Open and the Nitto ATP Finals, revolutionizing tennis aesthetics.
Hailing from Northern Italy, Jannik Sinner has swiftly ascended the ranks, achieving remarkable feats in his career—a journey that Gucci passionately supports. Earlier this year, the world watched in awe as he clinched his first Grand Slam title. Gucci's latest campaign pays homage to these triumphant moments and celebrates the beauty of tennis, a sport deeply intertwined with the House’s heritage.
Gucci's affinity for tennis dates back to the late seventies when the brand expanded its range to include tennis-related products, with a notable focus on accessories and footwear. This era saw the creation of the iconic Tennis 1977 sneakers, one of the first sneakers ever produced by a luxury brand. Gucci’s involvement in the world of tennis continued into the 1980s, with a ready-to-wear selection that quickly gained popularity among athletes and tennis enthusiasts alike, cementing the brand’s legacy of blending luxury with leisure.
Through Sinner, Gucci redefines the intersection of tennis and the House's legacy, epitomizing the shared values of elegance and lifestyle. The campaign, echoing the words “Gucci is a feeling” from a vintage 1980s Gucci advertisement, celebrates Jannik Sinner’s extraordinary journey. It weaves a narrative of excellence that not only honors his achievements but also embodies the enduring spirit of the House.
