Italian excellence has found one of its most powerful modern ambassadors.
As Jannik Sinner prepares for another appearance at The Championships, Wimbledon, Gucci has unveiled the latest chapter of its Made in Italy campaign, once again partnering with the tennis superstar to celebrate a shared commitment to authenticity, craftsmanship and innovation.
Rooted in the House’s heritage, the campaign presents a contemporary interpretation of Italian identity through one of the country’s most celebrated sporting figures. It reflects the values that continue to define both Gucci and Sinner—respect for tradition, a passion for excellence and the confidence to challenge convention.
A partnership built on shared values
Jannik Sinner’s rise has been nothing short of remarkable.
From making history on the tennis court to inspiring a new generation through his distinctive approach to the game, the Italian champion has become a symbol of modern Italy.
Now ranked World No. 1 in the ATP rankings, Sinner continues to honour the traditions of tennis while bringing his own perspective to the sport.
Those qualities make him a natural expression of Gucci’s Made in Italy campaign.
As the House’s Global Brand Ambassador, Sinner embodies a contemporary Italian spirit that values originality without losing sight of heritage.
Where fashion and tennis continue to meet
For Gucci, tennis is far more than a sporting backdrop.
For more than five decades, the sport has served as an ongoing source of inspiration, shaping the House’s evolving dialogue between athletic performance and luxury fashion.
The latest campaign builds on that long-standing relationship, highlighting how timeless craftsmanship and modern style can exist side by side.
Through Sinner’s story, Gucci celebrates both the discipline of sport and the creativity that continues to define Italian design.
A special evening in London
To mark the launch of the Made in Italy campaign, Gucci hosted an intimate private dinner on Monday, 22 June 2026, at Claridge’s Restaurant in London.
The exclusive gathering brought together friends of the House to celebrate both the campaign and Sinner’s continued success ahead of his sixth consecutive appearance at The Championships 2026, Wimbledon.
The evening reflected Gucci’s signature blend of elegance, culture and contemporary luxury.
Guests from fashion, entertainment and culture
The celebration welcomed a distinguished guest list representing fashion, film, music and culture.
Among those attending were:
- Jannik Sinner
- Salma Hayek Pinault
- Naomi Ackie
- Sabine Getty
- Kaytranada
- Fabien Frankel
- Lila Moss
- Ledbyher
- Solv
- Olympia of Greece
- Nia Smith
- Saura Lightfoot Leon
- Tish Weinstock
- Camille Charrière
- Susie Lau
Together, the guests reflected the House’s global creative community while celebrating the values at the heart of the new campaign.
Honouring Italian craftsmanship
Founded in Florence, Italy, in 1921, Gucci has long been recognised as one of the world’s leading luxury fashion Houses.
Today, under the leadership of President and CEO Francesca Bellettini and the artistic direction of Demna, Gucci continues to redefine luxury through creativity, innovation and Italian craftsmanship.
As part of the global luxury group Kering, the House remains committed to celebrating the artistry and heritage that have shaped its identity for more than a century.
The Made in Italy campaign with Jannik Sinner captures that vision by bringing together two modern symbols of Italian excellence—one on the tennis court and one in the world of luxury fashion.
As Sinner prepares to compete once again on one of tennis’ biggest stages, the partnership serves as a reminder that tradition and innovation remain powerful forces when they move forward together.
