The love affair between fashion brands and tennis is nothing new, it is rather a long-standing relationship. The beginning of the story takes us back to the 70s and 80s, when the sport was in full swing and supported by a crowd with an assertive allure. Embracing the spirit of the time, Gucci launched a series of objects comprising a racket cover and large rectangular suitcases. By the mid-80s, however, the sport was evolving and equipment manufacturers were supplying large bags that kept the luxury brands off the courts. Thanks to the current hype, fashion once again turning its attention to this century-old sport and producing an increasing amount of collections. Anticipating this fashion moment, Gucci approached Jannik Sinner and asked the champion to become its ambassador. After Alcaraz’s association with Vuitton, it’s a safe bet that designer bags will be flooding the courts.