Gucci has launched “The Original Sinner,” a new global campaign starring brand ambassador and tennis player Jannik Sinner. The campaign uses Sinner’s surname as a play on words linked to originality and authenticity, with a tennis ball transformed into an apple as its central visual. It extends Gucci’s longstanding dialogue with tennis culture, dating back to the 1970s. To mark the launch, an outdoor installation will be displayed at the Bibliothèque François Mitterrand in Paris, while Sinner will make a special appearance at the Gucci boutique on Avenue Montaigne.

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