Jannik Sinner is Gucci's Adam in Latest Campaign
Jannik Sinner is the latest poster boy for Gucci's long-running obsession with tennis.
by JV Ordoñez
Published on May 31, 2026
Luxury goods house Gucci's latest sportswear campaign highlights Italian tennis superstar Jannik Sinner, centered on cheeky wordplay on his distinct surname.
"The Original Sinner" tagline doubles down on the global athlete's penchant for challenging the status quo for style on the court via his proclivity for custom Gucci duffle bags over conventional tour/racquet bags.
It's been four years since Sinner was tapped to be a global brand ambassador for the Italian luxury goods brand, and since then he's embraced his originality as he's won big at major tournaments such as the 2024 and 2025 Australian Opens, 2025 Wimbledon, and the 2024 US Open. and back-to-back Davis Cup titles in 2023 and 2024. He did all this while embodying the gravitas and chicness synonymous with Gucci.
The campaign's main image is Sinner holding a now red tennis ball shaped like an apple, with the Gucci double-G logo where the bite mark would be, a blatant nod to the Garden of Eden and sinfulness luxury brands tend to lean into.
"The Original Sinner" was born from the mind of Gucci creative director Demna, who pays homage to the nearly 60-year association the Italian fashion brand has with tennis.
It also serves as a moniker for the tennis superstar who has slowly made a name for himself as a style aficionado in the athletic world, being the first player to carry a designer bag onto Wimbledon's Center Court.
Sinner earlier described the bag as a "timeless classic," coming in the house's signature beige and ebony colorway along with the iconic GG monogram coupled with a contrasting green and red web stripe.
"Bringing sport and luxury fashion together in this way is something that’s never been done before, and I feel extremely proud to be a part of it. I hope people will love it as much as I do," the superstar has said.
The luxury house put up an imposing billboard by the Bibliothèque François Mitterrand in Paris, with Sinner making a personal appearance at the Gucci store on Avenue Montaigne.
"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," according to Gucci.
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