Gucci Takes Over London’s Piccadilly Circus Screens for Jannik Sinner

SINNER, WINNER: Gucci has taken over the digital advertising screens in Piccadilly Circus in London until Sunday for the Italian tennis player Jannik Sinner, who is also an ambassador for the brand.

The screens feature images from Sinner’s latest campaign for the Italian luxury brand that proclaim “Gucci is a feeling,” which the brand’s creative director Sabato De Sarno drew from a vintage Gucci ad from the ‘80s.

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Sinner is currently competing in the 2024 Wimbledon Championships and will be playing against Serbian player Miomir Kecmanović on Friday.

jannik sinner gucci
Jannik Sinner in Gucci’s “Gucci is a feeling” campaign.

Before the games started in Wimbledon, Gucci hosted a private dinner for the tennis player, who ranks as the world number one on the ATP tennis list.

De Sarno attended the dinner at Mount St. Restaurant with the likes of Salma Hayek Pinault, Ryan Gosling, Kingsley Ben-Adir, Joe Alwyn, Romy Madley Croft and more.

Ryan gosling jannik sinner salma hayek gucci
Ryan Gosling, Jannik Sinner, Sabato De Sarno and Salma Hayek Pinault.

Last year, Sinner made quite the entrance at the Wimbledon Championships, stepping onto center court carrying a custom Gucci duffel bag featuring the house’s signature GG monogram with a green and red web stripe along with his white Head tennis bag. His initials J.S. were marked against where the straps connect on brown leather.

It was the first time a luxury bag had appeared on the famous green grass court at Wimbledon.

Sinner returned with a new Gucci duffel bag on the green grass courts on July 1 and 4 this year for his matches against Yannick Hanfmann and Matteo Berrettini.

Jannik Sinner's Gucci bag at Wimbledon.
Jannik Sinner’s Gucci bag at Wimbledon.

This year’s bag is white with the straps in Gucci’s signature red and green shade.

“Wimbledon last year marked a very special moment. I would have never imagined to step into that court in the first place, because it means to have reached a certain level as a tennis player,” the tennis star told WWD in a recent interview.

“To do it with that bag felt extra special.…And this collaboration with the brand is proceeding in the right direction,” he added.

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