Gucci is luxury, fashion, red carpets. But in recent years, the brand has been appearing more and more on sports courts. From tennis to equestrian sports, from football to running. Gucci is striving to ride the wave of sports chic. We tell you how a luxury brand is becoming a sports brand.

History: Gucci and Sport

Gucci was founded in 1921 as a manufacturer of leather goods and accessories for riders (horse harness). The first bags were for jockeys. In the 1970s, the brand was associated with elite leisure (golf, tennis, yachts). In the 1990s, Gucci moved away from sports, becoming glam-rock. But in the 2010s, it returned to "sports chic."

In the 2020s, creative director Alessandro Michele (until 2023) actively used sports motifs (sneakers, trekking). Since 2023, the new direction is more subdued, but sports remain.

Gucci and Tennis

In 2021, Gucci released a collection in honor of the 50th anniversary of collaboration with ... no one. But the brand sponsors the "Gucci Tennis Classic" (exhibition). Gucci signed a contract with Belarusian tennis player Aryna Sabalenko. It produces a tennis clothing line: white skirts, polos, sneakers. At Wimbledon, Gucci is not allowed due to the dress code (white is required).

Gucci also produces tennis rackets? No, that's not their profile. But accessories — yes.

Gucci and Equestrian Sport

Remembering its "roots," Gucci sponsors horse jumping tournaments. In 2023, the brand became a partner of the "Longines Global Champions Tour"? No, it's Rolex. But Gucci holds its own horse shows in Italy. It releases the "Gucci Horsebit" collection (bags, belts with a horse bridle). Also, riding boots (luxurious).

For riders, Gucci is a status symbol.

Gucci and Football

In 2021, Gucci released football sneakers? No, but it made a collaboration with football club AS Roma (jewelry). In 2024, with Los Angeles Galaxy. It produces balls (leather, handcrafted, for $2000). Also, fanwear: scarves, caps, t-shirts.

Football clubs use Gucci for gala events.

Gucci and Sneakers

In 2018, Gucci released the "Rhyton" sneakers — bulky, "dad" sneakers, Disney prints. They were worn by stars (not athletes). In the 2020s, the "Screener" model (inspired by 1970s basketball sneakers). They are lightweight, on thick soles. In 2025, the "Jackie" (for running). But professional athletes don't run in Gucci (it's uncomfortable). It's more "streetwear."

Gucci is not for records, but for photos.

Gucci is not a sports brand in the sense of "equipment for professionals." It's a brand that is inspired by sports, makes it fashionable, and accessible to the wealthy. If you want to win, wear Nike. If you want to look good, wear Gucci.

Permanent link to this publication: