Gucci Spring 2024 Ad Campaign

Review of Gucci Spring 2024 Ad Campaign by Photographer and Director Riccardo Raspa with Talent Jannik Sinner

Gucci taps tennis star Jannik Sinner for a new campaign that brilliantly brings together the world of sports documentary photography and fashion iconography. The campaign features photography and direction by Riccardo Raspa.

Originally from the North of Italy, Sinner has quickly become an Italian and a global athletics icon, a status that has greatly accelerated since he took home his first Grand Slam title earlier this year. Now, he’s gearing up to represent his home country at the 2024 Paris Olympics.

A whole tennis season in the making, the campaign makes clever use of documentary-style photography to infuse Gucci’s identity with Sinner’s real on-the-court style. Last year, the brand teamed with the tennis champ and gifted him a custom, one-of-a-kind duffel bag that he carried at the Wimbledon Championships. Building on this narrative, he carried two more custom duffle bags at the US Open and the Nitto ATP Finals.

Raspa followed Sinner to each of these tournaments, capturing him in action as he stepped on and off the court with the bags at his side. The result is a unique documentary at an intersection of fashion heritage and athleticism, with each portrait capturing a moment in a journey. As the tournaments individually feature a clay court, a grass court, and a hard court, the portraits each draw a distinct energy from their different backdrops and featured bag, yet are united in Sinner’s energy on his quest for the championship.

The images are finished off with the centered branding that has characterized Sabato De Sarno’s communications output for the house, but also feature a slogan – “Gucci is a feeling” – that has been freshly revived from the archives, as it appeared in Gucci advertisements in the 80s. In addition to emphasizing the brand’s renewed focus on legacy, the motto taps into the unique cultural cachet of the brand’s name. It’s a smart move to debut the newly revisited slogan with this campaign, putting a Gucci stamp on the thrill of triumph and the dynamic energy of athleticism and its intersection with design. Moving forward, the brand would be wise to continue building out this new identity by applying it to similarly renowned stars across various disciplines.