Jannik Sinner Returns To His Soil For Gucci's Latest Campaign

In their previous campaign with World No. 1 tennis player Jannik Sinner, Gucci played around the idea of sin. This time, they explored their tryst with soil.

After all, when the world's best tennis player and one of fashion's most recogniseable houses share a country of origin, there’s very little you have to rack your brains about to come up with a groundbreaking campaign. Just the tagline, ‘Made In Italy’ delivers the message.

And so in Gucci’s latest campaign with their Global Brand Ambassador, you see Sinner posing in an ivory suit against the house’s signature red and green background. Just this and a Made in Italy in front of the image, because Identity needs no proof, as Gucci says. Check it out below:

Sinner's History With Gucci

The four-year-old relationship between Gucci and Sinner has, over the years, been built in public. One of its defining moments was at Wimbledon in 2023, when the then-rising star walked onto Centre Court carrying a custom Gucci duffle bag. The bag immediately became a talking point; after all, Wimbledon’s dress code is so strict that some of the world’s leading faces have been denied entry into Centre Court for breaking its fashion norms. 

This confidence to disrupt has become a recurring theme throughout his partnership with Gucci. When you have won four Grand Slams, swept five consecutive ATP Masters 1000 titles in a single season, and sit at the top of the world rankings with a 37-3 record in 2026 alone, there’s very little to question about your excellence. And this Gucci campaign takes this excellence and makes it a part of Italy’s identity as a whole.

It’s the modern Italian spirit, and who better to represent it than Gucci and Jannik Sinner?

The campaign launched with a dinner hosted by Gucci and Sinner in London on June 22nd as a display of Italian identity and international ambition: a country's two most recognisable exports, sharing a table ahead of one of the oldest sporting events in the world.

Sinner, currently World No. 1 in the ATP rankings, arrives at Wimbledon to make history for the sixth consecutive year. The grass will confirm the rest.