Date of Award

2026

Document Type

Dissertation

Degree Name

Master of Arts (MA)

Department

Luxury Business

Abstract

This dissertation examines the growing trend of luxury brands appointing athletes as brand ambassadors, aligning themselves with the values and expectations embodied by these figures. Exploring the case of tennis player Jannik Sinner as the face of the Italian fashion house Gucci, the study explores how athlete endorsements are leveraged to reshape consumer perceptions and expand brand reach by examining how Gucci is enlisting Jannik Sinner to refine their image. By applying luxury branding theories to the context of sports endorsements, the research investigates how athletes' images and values influence consumer attitudes toward luxury brands. Drawing on qualitative interviews with members of Generation Z who engage with sports and/or fashion, alongside academic literature, industry analyses, and media sources, this dissertation highlights how consumer perceptions of luxury are evolving and demonstrates the strategic advantages of athlete partnerships for luxury houses.

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