MILAN – The tenniscore craze is far from over.
Between the fashion tour-de-force served up by Zendaya and movie pals Josh O’Connor and Mike Faist to promote the “Challengers” film and the Roland Garros tournament approaching in less than a fortnight, the spotlight continues to be on tennis, which appeals to the fashion industry at-large, as proven by Gucci’s latest campaign being released on Thursday.
The luxury house leaned on a proper star in the field — its brand ambassador and Italy’s tennis ace Jannik Sinner, who over the past year rose as a national hero for his achievements on-court and won over the hearts of fans for his charismatic simplicity, reserved ways and gentle manners.
Currently the world’s second-ranked male player after record-breaker Novak Djokovic, the 22-year-old athlete is portrayed by photographer Riccardo Raspa in his natural habitat for Gucci.
Captured in reportage-style images mimicking his entrance on a tennis court, Sinner is seen with different iterations of the now famed Gucci GG monogram duffel bag, the style he first carried at the Wimbledon Championships last year. As reported, at the time it marked the first time a luxury bag appeared on the green grass of the iconic Centre Court. Once the precedent was set, Sinner and Gucci fueled the collaboration with custom bags for the U.S. Open and the Nitto ATP Finals as well.
“Wimbledon last year marked a very special moment,” Sinner told WWD in an interview. “I would have never imagined to step into that court in the first place, because it means to have reached a certain level as a tennis player. To do it with that bag felt extra special… And this collaboration with the brand is proceeding in the right direction.
“I’m happy to be part of this,” he continued about working on the campaign. “We did a great job, and with wonderful people, which at the end of the day is what matters the most to me,” he said, recalling the smooth process of the shooting day.
In the images, Sinner balances off the Gucci bag on one shoulder with the tennis bag showcasing his Head rackets. Asked about what he carries in the brand’s monogram style, he cracked a laugh. “Actually just normal stuff, clothes and supplements, and really little more. Also because I want to handle that bag with more care, I don’t want it to get dirty,” he said.
No secret lucky charms in there, either, since he believes the best pre-match ritual consists of just “remembering how much one has worked to prepare that game. At the end, that’s what gives you the confidence boost to try to compete in the best way.”
In the same vein, the straightforward campaign comes with the claim “Gucci is a feeling,” which the brand’s creative director Sabato De Sarno drew from a vintage Gucci ad from the ‘80s.
“Over the course of these past few months, Jannik Sinner has redefined the meaning of the term ‘champion,’ taking us by the hand on an adventure of talent, but also of strength, discipline and just the right amount of fun,” said De Sarno. “Jannik is a feeling, Gucci definitely is a feeling. And this campaign is a celebration of it.”
Gucci’s affinity for tennis traces back to the late ‘70s, when the brand expanded its line of tennis-related products, notably focusing on accessories and footwear. This included the Tennis 1977 sneakers — one of the first-ever sneakers to be produced by a luxury brand. The brand’s foray into the sport continued well into the ‘80s, with a ready-to-wear selection that became popular with both athletes and lovers of the sport alike.
The tie-up with Sinner is building on that legacy and proving to be fruitful for both parties. Sinner enthused about meeting and connecting with new people since being named brand ambassador in 2022, as well as being given the chance “to see a different point of view in terms of styling and many aspects [in fashion] that I never paid attention to before.”
“I’m the sporty type, I dress in a very normal way. But when I get the chance to be on a set for a shooting, I like to see new looks and make improvements, so being part of this brand feels good,” said Sinner.
Becoming a regular in the front row of Gucci shows is further contributing to the learning curve, especially when it comes to nighttime events. “When I’ve happened to have an important dinner, Gucci has always helped so far,” said Sinner.
His fashion progress is second only to those sports-wise. Over the past 12 months, Sinner has rapidly climbed the ranks. He took home his first Grand Slam title after beating Djokovic at the Australian Open in January, followed by scooping the top prizes at the Rotterdam tournament and at the ATP Masters 1000 in Miami.
But the opening act of this streak traces back to November, when he led the Italian men’s team to win its first Davis Cup title since 1976, and therefore receiving all honors once back home, including those of the country’s president Sergio Mattarella. The Sinner effect quickly followed: the country rediscovered there’s life beyond soccer and enrollment in tennis classes and sales of tennis gear surged across generations.
Yet rising to be among the global tennis elite and becoming a role model in Italy seem not to have diminished his focus on training and commitment to the sport. “It’s not a pressure, that should be the goal, no? Get more people as possible to be passionate about this beautiful sport,” said Sinner. “In Italy we’re gradually achieving this. I’ve been giving my contribution, so let’s see what we can do next in this sense.”
In addition to fellow Italian tennis players, he is supported in this mission by a new wave of male athletes who represent a generational shift after years of dominance by the trio of Roger Federer, Rafael Nadal and Djokovic. Names range from German player Alexander Zverev to Norway’s Casper Ruud, as well as the likes of Daniil Medvedev, Stefanos Tsitsipas and Andrey Rublev, among others.
In particular, it’s Spanish sensation and Louis Vuitton ambassador Carlos Alcaraz who is considered one of Sinner’s best adversaries. The duo’s epic battles and fair competition on court, as well as their authentic off-court friendship, evokes the interaction between Federer and Nadal in nostalgic fans and sparks their hopes for a “Fedal 2.0” dynamic.
“We’re very serene about it,” said Sinner about the analogy. “We’re still young and try to do our best day after day but we can’t really compare ourselves with them because we’re still at the beginning of our careers and we have to see how consistent we will be and how long we’re going to play.”
Born in northern Italy’s South Tyrol to parents who worked together at a local restaurant, Sinner has always had a talent for sports — multiple ones. While he started playing tennis at age seven encouraged by his father’s personal passion, he has always been active in soccer and was a champion ski racer in Italy from ages eight to 12. He decided to concentrate on tennis and moved from home to pursue a career in the sport at age 13. He turned professional at 18, earning the title of 2019 ATP Newcomer of the Year quickly afterward.
“I like this sport because it reveals characters and personalities, especially when things go wrong,” said Sinner. “In tennis you can make mistakes but still win a match. There are plenty of things that can happen on the court, you only have to be always ready. Plus, you get the chance to play a tournament, try again and prove what you’re made of every week.”
This commitment might leave little space for side passions, but while he revealed he’s not that much into movies — he didn’t catch “Challengers” fever, for one — Sinner still enjoys simple pleasures, like games of Play Station with friends.
“Go-karts are another passion of mine,” he said, in sync with his penchant for motor racing in general, and naming former Moto GP superstar Valentino Rossi as among his inspirations.
