- ATP World No. 1 Jannik Sinner fronts Gucci's new "Made in Italy" campaign, posing in an ivory suit against the house's signature red and green backdrop, with zero words needed beyond the tagline.
- Gucci hosted a private campaign launch dinner at Claridge's in London on June 22, 2026, with Salma Hayek-Pinault serving as host alongside Sinner ahead of his Wimbledon title defense.
- This is the third major Gucci campaign Sinner has fronted since becoming global brand ambassador in 2022, following "Gucci Altitude" (late 2025) and "The Original Sinner" (May 2026).
- The campaign doubles as a cultural statement, positioning both Gucci and Sinner as twin emblems of modern Italian excellence on the world stage.
Jannik Sinner, currently the world’s number-one ranked tennis player and Gucci’s global brand ambassador since 2022, has fronted the brand’s latest “Made in Italy” campaign, captured in a pristine white suit set against the house’s iconic red and green color palette.
The campaign’s tagline is simple and confident: “Made in Italy.” No explanation needed. Just identity.
To mark the launch, Gucci hosted an intimate dinner at Claridge’s Dante Mayfair restaurant in London on June 22, with Salma Hayek-Pinault serving as host.
The evening also served as a celebration of Sinner’s sixth consecutive Wimbledon appearance. Among the guests were House of the Dragon star Fabien Frankel, British actress Naomi Ackie, Princess Maria-Olympia of Greece, model Lila Moss, and fashion writer Camille Charriere.
This “Made in Italy” campaign is the latest chapter in a partnership that has grown increasingly bold. Sinner previously starred in Gucci’s “The Original Sinner” global campaign, a Roland Garros-timed campaign that played on his name to explore themes of originality and identity.
One of the partnership’s most iconic moments came at Wimbledon 2023, when Sinner walked onto Centre Court carrying a custom Gucci x Head duffle bag, a subtle but defining fashion statement at one of tennis’ most dress-code strict events.
Jannik Sinner expanded his sponsorship portfolio by starring in La Roche-Posay’s “Shadow Sponsor” sun-protection campaign in April and signing a multi-year global ambassador deal with Allianz. These new partnerships join his existing core roster of sponsors, which includes Rolex, Nike, Lavazza, and Explora Journeys.
Gucci’s ambassador roster spans sport, K-pop, and film globally, with Jin of BTS, Lee Know of Stray Kids, Hanni of NewJeans, KAI of EXO, and IU all serving as ambassadors across different markets and product categories.
In 2026, NINGNING of aespa fronted the “Beauty And The Bag” campaign for Gucci, while actress Tian Xi Wei was welcomed into the Gucci Monte Carlo lineup. Amelia Gray and Anok Yai’s recently starred in Gucci’s Spring/Summer campaign.
Sinner arrives at Wimbledon carrying a 37-3 record in 2026, having already swept five consecutive ATP Masters 1000 titles, a feat that makes him the youngest player in history to complete the career Golden Masters.
A surprise second-round French Open exit to Juan Manuel Cerúndolo gives the world No. 1 added motivation heading into the grass season.
Takeaways
This campaign is more than a fashion moment, it’s a branding masterstroke. Gucci is leaning into Italian national pride at a time when Sinner has become arguably the country’s most globally recognized active athlete.
By keeping the visual stripped back: white suit, brand colors, four words, Gucci lets Sinner’s sheer cultural weight do the heavy lifting. Launching it the week of Wimbledon is sharp timing: the campaign gets global sports coverage without spending a penny on sports media buys.
What’s also notable is the dinner strategy. Hosting a star-studded pre-Wimbledon event with Salma Hayek-Pinault as anchor blurs the line between fashion PR and entertainment, exactly the kind of cultural crossover Gucci under Demna is engineering with precision.
Does a campaign this minimal, just a suit, a color background, and a tagline, work better for a brand as established as Gucci? With Sinner entering Wimbledon off the back of a shock French Open loss, does on-court performance actually affect how campaign imagery lands with fans?
