Gucci has officially entered the performance sports space with the launch of Gucci Altitude, a new collection dedicated to winter athletics. The debut is fronted by Italian tennis player and brand ambassador Jannik Sinner, who appears in the campaign shot across high-mountain terrain, tying the collection to both athletic discipline and alpine heritage. Before becoming one of the top names in tennis, Sinner competed as a junior ski champion, a detail the campaign intentionally brings back into focus.
SPORTSWEAR
Designed for skiing, snowboarding, and cold-weather performance, the collection features technical outerwear, water-resistant jackets with ski-pass pockets, padded layers, eyewear, ski masks, and wraparound sunglasses. Accessories extend into equipment for the first time, with skis, snowboards, and helmets produced in collaboration with HEAD, marking Gucci’s first entry into functional winter gear.
Sinner described the shoot as “a special and unique experience in the middle of the mountains,” adding that the environment matched the visual ambition of the collection.
While Gucci has introduced sport narratives in previous runway seasons, Gucci Altitude marks its first dedicated and commercially available performance line. The release positions the house within the growing luxury-sportswear category, where brands are responding to global demand for high-design gear that functions beyond lifestyle dressing.
Gucci Altitude is now available through the brand’s site and select boutiques.
