Aryna Sabalenka is Gucci's new brand ambassador Quiet luxury takes center stage at the Australian Open

Gucci continues to deepen its footprint in tennis. Following its high-profile partnership with Jannik Sinner, the Italian luxury house has now named Aryna Sabalenka as its new brand ambassador. The Belarusian powerhouse—currently world No. 1 in the WTA rankings and the 2025 US Open champion—will front Gucci’s presence in women’s tennis. In the campaign video, Sabalenka is seen mid-rally, racket in hand, wearing a long beige and dark brown silk twill gown trimmed with feather detailing, adorned with an all-over GG motif and finished with a button-down closure. The look hails from the Spring/Summer 2026 collection, accessorized with gold GG logo earrings.

Quiet luxury has found a natural arena in tennis—and Gucci remains one of its most influential players. The partnership with Sabalenka, one of the sport’s most commercially powerful and media-savvy figures, further consolidates the brand’s leadership in the space. Gucci’s broader commitment to sport is underscored by its collaboration with Jannik Sinner, who serves as a global ambassador not only for the house’s core collections but also for the debut of Gucci Altitude, its first line dedicated to winter sports. Meanwhile, Sabalenka continues to strengthen her status as a marketing heavyweight, having recently been tapped by Nike to front the launch of the Shox Z.