In the dazzling realm where sports and style intersect, the Italian player Jannik Sinner has emerged as a sensation. He recently defeated two global champions—Daniil Medvedev (currently holding the world No. 3 ranking) and Novak Djokovic (having reached the pinnacle as the world No. 1)— and he’s now a coveted muse for the fashion elite.
Jannik Sinner sported a Gucci cardigan while posing with the Norman Brookes Challenge Cup after winning the 2024 Australian Open Final at the Royal Botanic Gardens in Melbourne, Australia. Courtesy of Gucci. Image courtesy of Getty Images
With 11 ATP World Tour titles, Sinner stands as the most successful Italian tennis player and currently holds the world No. 4 ranking. He recently stunned the world at the latest Australian Open, etching his name into tennis history by clinching his first Grand Slam title on Sunday, January 28. Notably, he became the first Italian to secure victory at the Australian Open.
Despite the numerous brands vying to sponsor the 22-year-old tennis champion, Sinner has remained loyal to Gucci. Crowned as the brand ambassador for the Kering-owned fashion house since July 2022, he also secured a $150 million mega-deal with Nike in May 2022, spanning ten years. Additionally, sources reveal that he signed a contract as the global brand ambassador for Swiss luxury watchmaker Rolex in early 2020.
Among fashion houses, Gucci has proven to be ahead of its time. When the brand signed with the South Tyrolean a year and a half ago, he was already a tennis talent but not yet acclaimed as the fashion icon he is today. At that time, it seemed that nobody could compete with trendsetters like Roger Federer, a regular at the Met Gala and a friend of Vogue America editor-in-chief Anna Wintour, or Serena Williams, who excels both on the court and the catwalk in designer outfits by Off-White.
Nevertheless, nothing kept Gucci from teaming up with Sinner, and the first highlight of this partnership was in July 2023. Causing a stir at Wimbledon, Sinner made a memorable impression. As he graced the esteemed Centre Court, he carried not only a high-end luxury luggage bag but also a statement piece that challenged Wimbledon’s strict all-white dress code—a tradition extending to equipment. Defying norms, Sinner’s custom Gucci duffle bag showcased the iconic GG monogram, emphasised by green and red straps. However, this audacious move was not without its hurdles; Sinner and the Gucci team had to obtain special approval from the All England Lawn Tennis and Croquet Club to ensure “the bag met the necessary requirements.”
@gucci Jannik Sinner and his one-of-a-kind Gucci duffle
♬ A moist healing song - Nez Tunes
Meet the Australian Open Champ Everyone’s Buzzing About
Born on 16 August 2001 in San Candido (Bolzano), he initially embraced a passion for skiing, but he had to leave it behind to pursue his true love—tennis.
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During the 2019/2020 span, Sinner participated in several tournaments, including Wimbledon, and won many matches, which helped him climb up the rankings and establish himself as one of the most accomplished young tennis players in recent tiems.
Did You Know the Young Tennis Talent Created His Own Logo?
It all began during his school days when his peers nicknamed him ‘Fox’ due to Sinner’s hair colour.
On his Instagram account, the champion once explained the meaning behind the various components of his logo, capturing his love of the mountains of his birthplace, the initials of his name, and his dedication to tennis.
This distinctive logo was also featured in the book ‘PICCOLI GRANDI CAMPIONI – Il Manuale Illustrato del Tennis di Jannik Sinner,’ which was released in May 2022 by Panini Comics Italia. The publication takes readers on an illustrated journey into the world of tennis, providing a guide with hints and tips to become a champion on the court and in everyday life.
Jannik Sinner and Gucci: The Quiet Luxury Prince Meets a Leading Fashion House
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Check out the style in the portrait above featuring Jannik Sinner—a manifestation of old-money style. This embodiment of ‘quiet luxury’ encompasses timeless, high-quality garments, a realm where Sinner effortlessly resides with his innate, simple, and understated elegance. He frequently chooses neutral and soft colours with a touch of freshness, reflecting the youthful charm of the Australian Open champion.
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A pair of Nike kicks paired with a formal beige Gucci suit and a crisp, white tee—cool, right? Absolutely, and Sinner knows it, as he sported this ensemble at the debut show of Sabato De Sarno at Gucci for the spring-summer 2024 womenswear.
Sabato De Sarno’s Gucci Ancora made a lasting impression on Sinner. Departing from the work of Gucci’s former creative director, Alessandro Michele, the new era of the Florentine brand is characterised by De Sarno’s understated and almost minimalist aesthetic, perfectly aligning with Jannik Sinner, our new quiet luxury icon.
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The day after securing his first Grand Slam victory, Jannik Sinner dazzled in the Australian Open winner’s photoshoot, causing a stir on the Internet. Set against the picturesque backdrop of the Royal Botanic Gardens in Melbourne, the young tennis star was photographed donning his sponsors’ attire from head to toe. Wearing a blue Gucci cardigan over a white tee, he paired it seamlessly with matching trousers. Sinner completed the look with Nike sneakers and added a touch of elegance with a Rolex timepiece on his wrist.
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As the face of various magazines, Jannik Sinner has graced the pages of GQ multiple times, often donning Gucci suits.
In June, the official Gucci webpage premiered a new chapter of ‘A Hero’s Journey’ with Jannik Sinner, a narrative series by Gucci and GQ Sports featuring celebrity athletes sharing their personal experiences and the challenges they overcame to achieve success.
“I’ve been called a robot, a machine, a superhuman. Yeah, I just want to be Jannick Sinner and not another player. If I could have one superpower, it would be playing tennis forever,” said the champion. This once again highlights his humble and transparent spirit, grounded in his love for tennis, emphasising that success won’t change who he is, even in the media spotlight.
As we wrap up, can you envision the Gucci and Sinner fusion making waves in the fashion realm? We’re betting on it!
Lucrezia Spina
MA student in Fashion Omnichannel & E-Commerce, Milan