Jannik Sinner is the protagonist of the new Gucci campaign

Jannik Sinner is the protagonist of the new Gucci campaign. The Global Brand Ambassador has been captured on the field through the documentary lens of photographer Riccardo Raspa, who followed the tennis champion during trainings and tournaments worldwide. The campaign marks a new and significant milestone in the collaboration between Sinner and the Maison, following the presentation of the customized bag that the Global Brand Ambassador used at the Wimbledon Tournament last year. Thanks to this exceptional collaboration, the first of its kind in the world of sports and luxury fashion, Sinner brought two more customized Gucci bags to the US Open and the Nitto ATP Finals, vividly showcasing how he is revolutionizing the codes and aesthetics of tennis. Hailing from Northern Italy, Jannik Sinner has achieved extraordinary results, climbing the rankings in a journey that Gucci continues to support. Earlier this year, the global audience watched with admiration as he claimed his first Grand Slam title, and the Gucci campaign aims to pay tribute to the greatness of these moments and the beauty of a sport deeply rooted in the Maison's tradition.

Gucci's admiration for tennis dates back to the late seventies when the Maison expanded its range of items tailored specifically for tennis, including accessories and footwear, notably the iconic Tennis 1977 sneakers, among the first sneakers ever produced by a luxury brand. The Maison's interest in the world of tennis continued into the eighties with a selection of ready-to-wear pieces that immediately captivated both athletes and enthusiasts of the sport, seeing Gucci's traditional skill in perfectly combining luxury and leisure become an essential part of its identity. With Sinner, Gucci redefines the relationship between tennis and the Maison's heritage, highlighting shared values ​​of elegance and lifestyle. With the phrase «Gucci is a feeling», taken from a Gucci advertisement from the eighties, the campaign pays homage to Jannik Sinner's incredible journey as its Brand Ambassador, in a narrative celebrating his successes, while embodying the spirit of the Maison.