Jannik Sinner’s latest Gucci campaign earns Serena Williams’ seal of approval

After scaling to the top of the mountain in the ATP’s rankings, Jannik Sinner is now climbing to new heights off court, too. The 23-year-old was all bundled up and looked ready to hit the slopes as the new face of Gucci’s latest ads.

Aiming to capture “a spirit of travel and the feeling of joyful anticipation ahead of the holidays,” Gucci Gift is the house’s holiday-themed campaign—which also stars Kendall Jenner in ethereal winter scenes.

Read More: Jannik Sinner debuts Nike apparel, custom merch with personal “fox” logo in Turin

For the campaign’s second act, Sinner cut a stylish and cozy figure in a wool turtleneck sweater featuring the brand’s GG monogram, and sported a cardigan over a smart dress shirt and tie while rocking Gucci Eyewear in another photo. The Italian, who carries a Gucci duffle bag with him onto the tennis court during competition, was also photographed with a new metallic version of the bag featuring the signature monogram.

Read More: Jannik Sinner's new on-court tennis bag is a Gucci x Head collaboration

With a backdrop of snowy mountain top scenes, the global campaign was created by creative director Sabato De Sarno and artistic director Riccardo Zanola, and photographed by Anthony Seklaoui. Sinner has been a global ambassador for Gucci since 2022.

Sinner’s looks earned Serena Williams' approval: “Love this,” she wrote in the comments on an Instagram post, while fellow ATP player Reilly Opelka declared him “the coolest.”

The world No. 1 appeared right at home on the makeshift “slopes”—maybe because of his background in skiing, his childhood hobby before tennis—and looked more relaxed than ever as he prepares to wind down after a whirlwind season.

Last week, Sinner opened up in the pages of Esquire UK about the moment of “total blank” he experienced as his manager, Alex Vittur, informed him of the doping violations that would threaten to derail his 2024 season.

“Alex calls me and says, 'Jannik, you are positive,'” Sinner recalls. “And I answer him, 'Yes, Alex, I'm always positive.' 'No, you are positive for doping.'

“I had a moment of total blank. I didn't know what to say. Nothing was coming out of me..."

Read More: Jannik Sinner responds to WADA appealing his doping case: "I have nothing to hide"

Sinner has always maintained his innocence in the controversial case, and as he clinched a second Grand Slam title at the US Open and three ATP Masters 1000 trophies amid his career-best season he’s also had to fight to clear his name. A final decision from the Court of Arbitration for Sport (CAS) is expected early next year, after the World Anti-Doping Agency (WADA) appealed an independent tribunal's decision to clear Sinner of wrongdoing.

Named one of the most marketable tennis players in the world despite the controversy, Sinner has the chance to add to his trophy haul on home soil. The world No. 1 is through to the semifinals at the Nitto ATP Finals in Turin, where he will face No. 6 seed Casper Ruud on Saturday.