Nike launches new Sinner image during ATP Finals

The ATP Finals in Turin have just begun, but the excitement is already at its peak. It couldn't be any different with an Italian at the top of the ATP rankings at the end of the year for the first time, and he is the clear favorite in front of the home crowd. The "Sinner Mania" has already swept through the capital of Piedmont, even before the matches between the top players or the "Masters", as defined by the tournament's slogan, began. This was during an event organized at the Nike Store with Jannik Sinner. During the event, "The Inner Work of a Champion", the ATP Number 1 met with students from tennis schools in Turin to talk about how to become a champion through inner work and mental strength, starting with psychological preparation and ending with managing emotions during a match.

After answering the students' questions, Sinner gave them a personalized box with some of his motivational phrases, his logo with the stylized fox, and inside, his white cap that has become his trademark. "The cap is the most important thing for me. When I wear it, I know it's an important moment because I'm able to isolate myself and focus, to remove all the problems and thoughts from my mind, even those off the court," explains Sinner. "Valentino Rossi once said that when he put on his helmet for a race, he wasn't just thinking about the Moto GP. For me, it's the same thing: wearing the cap becomes a sign that my work is starting, I shield myself from everything else, and I finally start playing." That cap will now be available for sale through Nike channels, marking a new era in the relationship between the Swoosh and Sinner in terms of commercial promotion of the Italian tennis player.

Sinner signed a $150 million contract with Nike in 2022, and along with Carlos Alcaraz, represents the future of tennis and Nike. The new aesthetic chosen by the Swoosh will only enhance his value even more. After being associated with the carrot, thanks in part to the ubiquitous Carrot Boys, Nike has chosen a more mature line by bringing back the fox logo that was first presented two years ago, in a new way. The initials of Jannik Sinner make up the profile of the fox, the animal that has always been his nickname since his school days, and we will soon see it on the dedicated line. At the moment, the only available piece, and only in Italy, is the cap, but by the end of the year, Nike should make a series of items available worldwide, reaching all of the Italian tennis player's fans.

In the last year, Sinner has become one of the faces of international sports, thanks to a rare mix of success and credibility, aspiration and familiarity. It's not surprising that he has become the perfect ambassador for brands with very different platforms, from fashion to banking, and Nike intends to make him the next face of global tennis. After Roger Federer's retirement two years ago and Rafa Nadal's upcoming "adios", Nike is looking for a profile that can interpret the brand's message on the most prestigious tennis courts in the world, confirming its leadership in an expanding market. Tennis has become one of the most popular sports trends of the year, and Sinner has shown that he can combine the elegance of fashion brands with the performance of sportswear like no one else on the circuit.