Jannik Sinner has had a rollercoaster of a season this year. However, lately, it has come bearing exciting updates. The Italian has finished as the year-end World No. 1 for the first time; that’s a long jump from feeling uneasy due to his ‘much-criticized’ doping controversy. Despite facing such concerns, Sinner pocketed two Majors in Melbourne and New York, a $6M purse from his Six Kings Slam exhibition victory in Riyadh, and a handful of Masters 1000 titles. Did I forget to mention the launch of his signature line-up with Nike?

For the record, Sinner signed a $150 million contract with Nike in 2022. On November 7th this year, the Italian superstar has debuted his highly-anticipated official merch with the sporting giant. While that might be brand-new information for some fans, the other lot is intrigued to know more about his personal ‘fox’ logo he and Nike unveiled in 2022. Sinner flaunted an intricate fox-like logo on his cap that came loaded with hidden personal details. Like his initials “J. S.” hidden in the bottom left corner and the lines symbolizing lines of a tennis court and his passion for skiing.

He broke down the meaning behind the logo in a post saying, “The logo is a fox, and this is its nose. Fox was my nickname at school… The ears of the fox represent the mountains, where I come from, and where I spent my days skiing as a child.” While the logo failed to get much use after the introduction, seeing as Sinner had just one ATP 250 win( at the Croatia Open Umag) at the time, his rise to prominence in 2024 has prompted Nike to promote, launch, and re-invest in tennis stars.

Even before the top-tier matches began, ‘Sinner Mania’ had already taken hold of Turin. A Nike event featuring Jannik Sinner, the ATP World No. 1, drew a crowd of young tennis enthusiasts. During ‘The Inner Work of a Champion,’ Sinner shared insights on mental strength and emotional management. He concluded the event by gifting personalized boxes containing motivational quotes, his signature logo, and his iconic white cap.

“The cap is the most important thing for me,” said Sinner. “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.…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.”

Years after ‘Swiss Maestro’ Roger Federer‘s high-profile departure from the ‘Swoosh’ label, and now, with Rafael Nadal retiring, the brand is tapping into young stars like Sinner, Carlos Alcaraz, and Aryna Sabalenka to raise their profile in the sport. While Nike is hinting at crafting something special with the Spaniard and the WTA No. 1, the Italian showcased his side of the deal in Turin. It must’ve been a treat for his die-hard supporters.

Jannik Sinner rocks custom Nike merch amid roaring support from crows in Turin

Before commencing his campaign at the year-end ATP Finals, Italian superstar Jannik Sinner wore a unique kit during his practice session. While fans already know he joined Louis Vuitton’s star-stacked roster of ambassadors and flaunted high fashion in Wimbledon by carrying a custom bag from the designer brand, his latest project with Nike was just waiting to hit the courts.

Sinner wore a custom Nike apparel where fans spotted his signature fox logo on his hat and his name imprinted on the back of his shoes. Not only that, but the 23-year-old also adorned a jacket that had “001” written – symbolizing his feat to finish the year as the world-ranking leader. He previously rocked custom t-shirts from Nike that came engraved with his fox logo on the front at the Shanghai Masters.

After outclassing Norwegian Casper Ruud in the last four in Turin, the Italian received a rousing serenade from the home crowd. He was met with thunderous applause when he entered the arena and fans retained that energy during his post-match on-court interview. The crowd chanted the popular celebratory anthem, ‘Ole Ole’ for Sinner, moments before he thanked them for their support. Notably, the top seed was wearing his custom-made Nike jacket during those wild scenes in Turin.

As far as getting your hands on Sinner’s custom merch is concerned, you might be in luck. The Italian’s Nike gear officially hit the shelves in Italy for the year-end finals. While the company launched its first batch of Sinner’s official merch in limited quantities, fans can expect that a general production of his custom line-up might be in the works. For now, fans will likely focus on Sinner’s upcoming title clash with American rival Taylor Fritz in Turin on Sunday, November 17.