Gucci unveils ‘Gucci Altitude’ with Jannik Sinner — a technical winter sports collection that unites luxury, performance, and alpine heritage.
The Italian house takes a bold step into the sporting arena with ‘Gucci Altitude’, its new line inspired by winter disciplines. Fronted by Italian tennis star and brand ambassador Jannik Sinner, the campaign blends athletic precision with the brand’s alpine legacy, celebrating the connection between fashion, performance, and the raw power of nature. Before becoming one of tennis’s brightest talents, Sinner was a junior skiing champion — a past Gucci revisits to infuse meaning into this new mountain chapter.
Designed for skiing, snowboarding, and the coldest conditions, the collection features high-performance technical garments: waterproof jackets with ski-pass pockets, quilted layers, ski masks, and wrap-around goggles that merge design and function. For the first time, Gucci extends its universe into technical equipment, introducing skis, helmets, and snowboards developed in collaboration with HEAD, marking its debut in sports gear.
“It was a special and unique experience in the middle of the mountains,” Sinner shared, highlighting how the natural surroundings perfectly complemented the collection’s aesthetic vision.
With ‘Gucci Altitude’, the Italian label secures its place in the growing market of luxury sportswear, where innovation and design meet to serve performance. The collection is now available on Gucci’s official website and in selected boutiques worldwide.
