Nike is cooking up something big for world No. 1 Jannik Sinner during his homecoming to Nitto ATP Finals—and it may just hint at a major shift for the brand’s presence in tennis.
The first player to qualify and the first to arrive in Turin, the 23-year-old received a rock star welcome earlier this week as he was greeted by singing fans gathered outside his hotel with bright orange signs and handmade banners.
Read More: WATCH: Jannik Sinner gets rockstar welcome from singing fans in Turin
Since his debut on tour, Sinner fans have naturally come to associate the Italian with his curly red hair and love for snacking on carrots. That iconography has even inspired viral sensations like the “Carota Boys,” fans who regularly travel to tournaments wearing outfits inspired by his favorite snack.
Now it seems Nike wants Sinner fans to reconnect with the symbol that the Italian actually identifies with: the Fox.
His personal fox-shaped personal logo has been spotted on the practice courts this week in Turin, with Sinner rocking a white Nike cap adorned with the insignia. He was also seen showing off personalized gear, including court shoes with “Jannik” emblazoned on the back heel. Sinner teased the new apparel and gear on social media with a video set to Outkast’s “So Fresh, So Clean.”
