Gucci is increasingly leveraging web3 technologies to maintain its competitive edge in luxury fashion. the luxury fashion brand launched its tennis collection, now also available as in-game items in TopSpin 2K25. The initiative also reflects how two forms of contemporary consumerism, luxury fashion and professional sport, are increasingly intersecting, utilizing the potential and cementing the connection. 

Gucci Tennis. Image: www.gucci.com

McKinsey reports that the sportswear segment could touch $249 billion dollars by 2026. And, per Morgan Stanley, Web 3.0 revenue opportunities for the fashion and luxury industries could amount to $50 billion by 2030. Therefore, sportswear and the metaverse are perceived by luxury fashion brands as a direct line to a new, young demographic. 

“Luxury brands, like any other brands, constantly seek to expand business,” Kristian Anderson, Consulting Creative Director at ISPO, the world’s biggest trade show platform for sports and outdoors, tells Jing Daily. “The sports sector is unique because of its talented sports stars and its broad appeal across culture, beliefs, traditions, and point of view. If approached successfully, it’s almost an unlimited “new” market of consumers.”

Founded in Florence in 1921, Kering-owned Gucci is one of the world’s iconic luxury brands. Following its centenary, Gucci continues to redefine luxury fashion while celebrating Italian craftsmanship under President and CEO Jean-François Palus. Worn by celebrities, dignitaries and athletes, Gucci and tennis go hand-in-hand, dating back to the meshing of fashion and sports with the “Tennis” shoe in 1977.

Drawing from the maison’s archival tennis styles, the brand’s new court-ready line reimagined by creative director Sabato de Sarno features the emblematic Web stripe across ready-to-wear, duffle bags, racket backpack, caps, Tennis 1977 and Ace sneakers, for a contemporary consumer. 

Now, gaming platforms and their audiences provide a potential new revenue stream and Gucci has wasted no time in inviting players of Season2 of TopSpin 2K25 to win part of this tennis collection, as in-game items. The exciting collaboration not only showcases Gucci’s rich history in tennis but also highlights its innovative approach to digitalisation. 

Gucci Global Brand Ambassador, current World No. 1 Jannik Sinner joined the virtual game’s roster on June 20, 2024 carrying his signature Gucci duffle. Players can play either as Sinner, one of other twenty-five professionals or custom MyPLAYERs. In a nod to Gucci’s legacy in tennis, TopSpin 2K25 introduces the Gucci-themed G-Court: a lush grass court with retro Gucci logos that serves as a backdrop for select tournaments and pays homage to the brand’s rich history in the sport.

Metaverse gaming has become increasingly popular as people become interested in virtual reality and multiplayer online games. Gucci X 2K collaboration is a win: win as it allows players to explore the world of luxury fashion and introduces Gucci to a younger, new demographic. The success of this collaboration may inspire other luxury brands to take a deeper interest in Web3, which offers an opportunity to engage with new audiences through interactive sports, digital avatars and much more.

A 2023 study by Boston Consulting Group found that 73 percent of young consumers prioritize ‘spending money on experiences over material possessions’. This focus on enriching experiences, along with the rise of digitally savvy consumers, has pushed the luxury fashion industry to create digital collections to keep pace with the times.

As Gucci continues to redefine luxury and digitalization, the collaboration with 2K and TopSpin 2K25 showcases the maison’s commitment to creativity, innovation, and the celebration of Italian craftsmanship. By bridging the gap between the physical and digital worlds, Gucci is once again proving its ability to captivate audiences and push the boundaries of what is possible in fashion and gaming.

Shift in consumer preferences

“Luxury brands are expanding into sport because sport is so important to modern culture,” Joe Hale, founder of Verde, a digital marketing agency specializing in sports, luxury and fashion, tells Jing Daily. “Athletes are now more than athletes, they are celebrities, influencers, founders, CEOs and sports clubs are more than just a club, they are a branding powerhouse.”

The rise of athleisure appears to be responsible for this shift in consumer preferences. The Euromonitor International predicts that the global athleisure market would reach $540 billion by 2027 owing to the desire for comfortable attire, fuelled by the global pandemic.

Some fashion X sports powerhouse collaborations include LVMH’s involvement in the Paris 2024 Olympics as Creative Partner, Giorgio Armani designing the Italian national football team’s suits, Stella McCartney’s tie-up with Adidas on Arsenal Women’s football kit, and Prada’s partnership with China women’s football team. The success lies in making luxury fashion accessible to a new, younger demographic i.e. sports fans.

Gucci: A Legacy of Luxury Fashion on the Tennis Court

In the late 1970s Gucci became one of the first luxury fashion houses to merge the worlds of fashion and sport with the release of the Tennis 1977 sneakers — one of the first sneakers by a luxury brand and a testament to the House’s enduring legacy in the sport. It has since risen to cult-classic status and marked the beginning of tennis becoming deeply rooted in the House’s heritage.

In 2020, Gucci launched a contemporary version of its archival Tennis 1977 Tennis Sneaker, reinterpreted by Creative Director Alessandro Michele. There are seven styles in the unisex collection and the canvas upper comes in both plain colors and distinctive prints.

Jannik Sinner, the world’s second-ranked male tennis player and Gucci Global Brand Ambassador since 2022, stars in Gucci’s latest campaign, “Gucci Is A Feeling” — a title that Creative Director Sabato De Sarno drew from a vintage Gucci advertisement. The campaign highlights the brand’s tennis heritage, which began in the 1970s with tennis-inspired fashion. Featuring reportage-style images by Riccardo Raspa, the campaign presents Sinner on the court, showcasing different iterations of the Gucci GG monogram duffel bag he first carried at Wimbledon last year.

Gucci Global Ambassador Jannik Sinner

“Over the course of these past few months, Jannik Sinner has redefined the meaning of the term ‘champion,’ taking us by the hand on an adventure of talent, but also of strength, discipline and just the right amount of fun,” Gucci Creative Director Sabato De Sarno told WWD. “Jannik is a feeling, Gucci definitely is a feeling. And this campaign is a celebration of it.” Following the campaign, the Maison introduced a capsule collection titled Gucci Tennis in 2024.

Gucci maintains a competitive edge in luxury fashion

Kering-owned luxury brand Gucci draws on its rich history, Italian craftsmanship and contemporary design to create distinct looks for an elegant modern consumer. Gucci holds a significant share of the luxury fashion market and is ranked fourth in the world by Interbrand, behind Louis Vuitton, Chanel and Hermès. 

The luxury fashion brand’s collections of ready to wear, accessories, handbags, footwear, jewelry, watches and fragrance has helped it maintain a competitive edge. Per Kering: ‘In the first half of 2024, Gucci’s revenue was €4.1 billion… Gucci’s new offering, rolled out in stores in line with plans, is well received.’

Gucci Fall Winter 2024

Gucci’s Fall Winter 2024 campaign showcases how rich wool coats are worn with delicately embroidered slip dresses and earthy tones are highlighted by bursts of color. Accessories continue to explore the maiso’s heritage-inspired narrative. Taking center stage in the campaign is the new Gucci B bag, first seen in an artisan’s notebook in the 1950s. Gucci Jackie, in new colors, also explores this nostalgic, archival theme. Much like the tennis collection.

“In a challenging market environment, which adds pressure on our top line and profitability, we are working assiduously to create the conditions for a return to growth. Our Houses pursue their investments to enrich their offer, intensify the impact of their communications, and reinforce the exclusivity of their distribution. We make certain that every one of these investments creates value for the long term,” said François-Henri Pinault, Chairman and Chief Executive Officer, Kering in a company release. 

The Intersection of Fashion and Technology

Kering-owned luxury fashion brand Gucci was among the first to embrace technology and has continually evolved to be in sync with the new generation while staying true to its brand identity. The Italian fashion house cemented itself as an early adopter of the metaverse in June 2021 starting with a $25,000 art film auctioned by Christie’s. Since, Gucci has become one of luxury fashion’s most prominent brands on the metaverse. This includes Gucci Vault Land on The Sandbox and Gucci Town on Roblox. Additionally, Gucci has continually launched virtual art and fashion events and integrated its products into gaming platforms such as Animal Crossing and Fortnite.

Gucci’s commitment to embracing new technologies provides consumers with an enhanced brand experience and this is further highlighted with the launch of Gucci Gaming Academy in collaboration with competitive gaming platform FACEIT. The initiative, a first of its kind created by a luxury fashion brand, is designed to support aspiring gaming talent by cultivating their skills and amplifying their opportunities. With the support of World Health Organization, this initiative also focuses on addressing the increasing mental and physical issues that gamers face from the pressure of in-game performance.

In an interview with Vogue Business, François-Henri Pinault, President of Gucci’s parent company, Kering, explained that they have a team dedicated to building the presence of Gucci on the metaverse which includes rewarding NFT holders with exclusive physical products for investing in the community. It’s the newest way luxury fashion brands are evolving their NFT strategies and rewarding those who bought in. Per Vogue Business: “The pieces will only be available to people who own a Gucci Vault Material NFT, given a year ago to holders of the Gucci Grail NFTs, which are the PFPs dressed in digital Gucci through a partnership with narrative NFT project 10KTF in March 2022… Web3 communities have come to anticipate that mysterious gifts like this one will eventually manifest into future perks… The NFT owners will soon be able to trade in their Material NFTs for their choice of one of the two items, at no additional cost.”

This shift is part of a broader trend in the fashion industry, where luxury brands are increasingly incorporating technological innovations to enhance both the functionality and appeal of their products. For instance, Gucci has embraced the use of smart textiles—fabrics embedded with digital components and sensors—to create sportswear that is not only fashionable but also functional. These textiles can monitor the wearer’s physical performance, such as heart rate and body temperature, providing real-time data that can be used to optimize workouts and enhance overall athletic performance.

Fashion retail is undoubtedly facing up to an exciting future where elements of the real and the virtual world have begun converging to provide potential consumers with exciting retail experiences. Gucci’s strategic immersion into the Web3 space is a clear indication of its forward-thinking approach, seamlessly combining the luxury fashion brand’s rich heritage with digitalisation. Gucci recognizes that Web3 presence is a powerful tool to engage new customers and reconnect with existing ones, showcasing its dynamic character and ability to innovate with changing times.

Looking Ahead

As Gucci continues to push the boundaries of sports fashion through technology, it is clear that the luxury fashion brand is committed to staying ahead of the curve in a rapidly evolving industry. By embracing innovation and sustainability, Gucci is not only enhancing its product portfolio but also setting new standards for luxury sportswear. The brand’s evolution in this space reflects a broader trend in the fashion industry, where technology is becoming an integral part of design and production processes. As consumers increasingly seek products that combine style, functionality, and sustainability, Gucci’s approach to sports fashion is likely to resonate with a growing audience and inspire other luxury brands to follow suit.