Forgive us father for Gucci hath sinned. The Italian house has tapped its homeland’s tennis powerhouse and global brand ambassador Jannik Sinner to star in a scintillating new campaign riffing on the surname of the player. Titled The Original Sinner, the campaign is a continuation of Gucci’s five-decade-long connection to the sport and there’s no one quite like Sinner to symbolise this relationship.

Peering devilishly into the camera holding an apple-shaped tennis ball, Sinner demonstrates his world number one aptitude. It’s this distinct individuality on and off the court which has lifted him to the heights of the athletic world. To celebrate the campaign, Bibliothèque Francois Mitterrand is displaying an Out of Home installation whilst Sinner made a special in-store appearance at Gucci’s store on Avenue Montaigne. Explore the campaign here.

gucci.com