What do Jannik Sinner and a Gucci bag have in common?

The world number one in men’s tennis is from South Tyrol, a bilingual region in northern Italy, where he also grew up speaking German.
The internet occasionally decided that made him not quite Italian enough.

But neither Gucci nor Sinner's identity needs proving: both are Made in Italy.

The campaign was live in Piccadilly and at Gucci's Bond Street flagship store for Wimbledon 2026.