Gucci and Global Brand Ambassador Jannik Sinner unveil a new campaign built around a wordplay that reflects his singular presence and authenticity. The House continues its enduring dialogue with the world of tennis through Jannik Sinner, reimagining the sport’s iconography in a playful nod to his name while celebrating an athlete whose distinct approach to the game defines what it means to be an original.

Global Brand Ambassador of over four years, Sinner inhabits the campaign as he does the court, with a register that feels at once familiar and continually new. Sport and style, heritage and modernity, all worn with the kind of ease only an original could muster. With a tennis ball transformed into an apple, this playful visual symbolizes not just Sinner’s prowess on the court but also the original spirit he brings to both sport and fashion.

For over five decades, tennis has remained a consistent source of inspiration for Gucci. The House’s connection to the sport dates back to the 1970s, when its first accessories brought the allure of the tennis lifestyle into fashion.

Throughout his journey with the House, Jannik Sinner has challenged expectations both on and off the court. From historic victories at major tournaments to making a style statement when he stepped on court carrying a custom Gucci duffle, the Italian champion has consistently demonstrated an original approach to the game.

With The Original Sinner, Gucci further explores the evolving dialogue between athleticism and individuality, capturing a spirit that is at once timeless and contemporary — one shaped by confidence, character, and originality.

On the occasion of the campaign launch, a dedicated Out of Home installation will be displayed at the Bibliothèque Francois Mitterand, while at the Gucci store on Avenue Montaigne in Paris, Jannik Sinner will make a special in-store appearance.