Gucci’s new “The Original Sinner” campaign A play on words celebrating tennis’s most original champion

Gucci has launched the new global campaign with Jannik Sinner, Global Brand Ambassador for over four years. Titled The Original Sinner, the campaign is based on a play on words that links the tennis player's surname to the concept of originality and authenticity. Through Sinner, the Maison continues its long-standing dialogue with the world of tennis, reinterpreting its imagery with irony and celebrating an athlete whose playing style embodies the essence of being original.

Sinner interprets the campaign with the same naturalness he shows on the court: spontaneous, familiar and always fresh. Sport and style, heritage and contemporaneity merge into an authentic elegance. The tennis ball transformed into an apple becomes the central symbol, a playful representation of his talent and the original spirit he expresses both in sport and in fashion.

Gucci's connection with tennis dates back to the 1970s, when the Maison began translating the charm of the tennis lifestyle into iconic accessories and garments. Since then, this sport has represented a constant source of inspiration. In over four years of collaboration, Sinner has exceeded all expectations, winning prestigious tournaments and making iconic the gesture of stepping onto the court with a personalized Gucci bag, always with a personal and distinctive approach.

With The Original Sinner, Gucci deepens the relationship between athleticism and individuality, telling a spirit that is timeless and at the same time modern, made of confidence, character and authenticity. On the occasion of the launch, an Out of Home installation will be visible at the Bibliothèque François Mitterrand in Paris, while Jannik Sinner will make a special appearance in the Gucci store on Avenue Montaigne.