Imagine a young Jannik Sinner, fresh into his teens, stepping onto the court with sheer talent and a silent dream in his eyes. What if he was told that, years later, he would be wearing the iconic Swoosh as the ATP number one player worldwide? Something that athletes dream of their whole lives? That is exactly what happened in the Italian’s case. However, Sinner’s story isn’t just about sponsorship, but the hard work, the challenges, and the faith that influenced his meteoric rise. How did Nike play a crucial role in this journey?
Sinner is only a few hours away from taking the court to defend his title at the Australian Open. Apart from his impressive performance, one thing that has stolen the spotlight during this Australian Open is his Nike apparel. Dressed in a light yellow polo t-shirt and white shorts accompanied by a yellow cap, Sinner has looked charming on the hardcourts of Melbourne.
The ATP star’s collaboration with the activewear brand is not new. He started his journey with Nike in 2019, a year after turning pro. “So happy, so proud, so excited, so grateful to have become part of the @nikecourt family! Thank you @nike for this great opportunity, I’ll do my best to make you proud of having me!!!” he wrote on Instagram to share the news with his supporters. Following his incredible career growth on tour, Nike signed a sponsorship deal worth $158 million with the ATP number one in 2022.
ADVERTISEMENT
Article continues below this ad
And once this deal was signed, Nike tried elevating Sinner’s brand. Moving on from his carrot association (a reference directed to his red hair, his favorite snack, and past collaboration with the Carota boy, who brought the theme of carrots to pay tribute to the ATP star), they revived Sinner’s image with a fox logo, one nickname he received in his school with his initials. The logo was intricate with J.S initials hidden at the left bottom. The angles and lines represented the ATP number one’s life’s two passions: Tennis and Skiing.
Sinner explained it to his followers with an IG 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.” Despite a great design, the logo didn’t gain much popularity because Sinner had only one ATP 250 title at that time.
In 2024, Sinner started dominating the scene, and Nike brought back the fox element. In the last Rolex Shanghai Masters, the Italian athlete lifted the trophy wearing a Nike t-shirt featuring a red fox wearing their National men’s football team’s blue cap. There were also “Sha 001″ and “ACE” engraved on the top giving the t-shirt a unique Italian significance. Following Sinner’s new on-court aesthetics, it seemed clear that Nike reestablished Sinner’s brand from carrot to fox.
Interestingly, the ATP star wore a unique Nike gear during his 2024 ATP Finals practice session. Sinner’s cap featured his iconic fox logo and his shoes had his name imprinted. He also wore a jacket with a “001″ print that referred to his ATP ranking.
During the ATP Finals in Turin, Nike also officially released their first installment of the Italian athlete’s signature gear. It was available in limited quantities only for the local fans through pop-up events.
ADVERTISEMENT
Article continues below this ad
For Sinner, his relationship with Nike goes beyond professionalism, it is a relationship of mutual admiration. Whenever Sinner bagged any career milestone including his ATP number one rank, Nike always paid tribute to the athlete highlighting their faith in the Italian’s potential. Remember how beautifully they acknowledged Jannik Sinner’s rise to the world’s number-one position?
Jannik Sinner’s sponsor Nike joined him in his emotional tribute
When Sinner finally reached the ATP number one position, he wrote a letter addressing his ATP rank. “Dear Number 1, I’ve always looked up to you. You were in my mind every time I’ve won a match and above all every time I’ve lost a match. You were there when I was tired, discouraged, frustrated and almost gave up. You are the reason why I didn’t. The reason for trying harder and believing more in myself. Thank you, Number 1. Because without you I would never be who I am today, you. Jannik,” Sinner wrote. His statement was shared in collaboration with Nike highlighting how the brand has been integral in his journey. Nike shared Sinner’s letter on their X platform with a caption that showed their pride. “Number 1 was never the destination. Number 1 is only the beginning,” Nike posted on X.
ADVERTISEMENT
Article continues below this ad
The brand also complimented Sinner after his first AO win last year with an adorable remark. “It’s hard to beat the nicest guy,” they wrote on their congratulatory poster. “Nice finishes first. @janniksin takes home his second Grand Slam title. #WinningIsntForEveryone,” they captioned the post.
Jannik Sinner’s relationship with Nike has developed gradually over the years. Today when the Italian will try his luck against Alexander Zverev wearing his Nike outfit, let’s see if the brand proves to be lucky for the player one more time. Are you ready for the final?
Have something to say?
Let the world know your perspective.
Debate
Is Jannik Sinner's transformation from 'Carrot' to 'Fox' the most iconic rebranding in sports history?
What’s your perspective on:
Is Jannik Sinner's transformation from 'Carrot' to 'Fox' the most iconic rebranding in sports history?
Have an interesting take?